The UE ROLL brings music to all your experiences, wherever they may be. The speaker’s life-proof acoustic skin and the versatile bungee strap in the back enables you to take the waterproof UE ROLL anywhere and attach it to things you never thought of before, to places where you didn’t even think it was even possible to bring a speaker. The packaging had to reflect this sense of adventure, this character of seemingly conforming yet not conforming at all. The packaging for Ultimate Ears’ other products is characterized by clean lines and perfectly polished surfaces. How could UE Roll fit into this line-up yet convey its non-conformist character?
The idea for the packaging of the UE Roll was driven by the thought of the perfectly imperfect packaging. At first glance, the packaging appears perfect on the shelf, a true brand vehicle, carrying all brand attributes of its family and clearly conveying critical product attributes. But at a closer look, it does so much more. While other members of the UE family are packaged in cylindrical boxes, the UE Roll is not one to be confined in a box. In fact, its packaging has more in common with a slab of meat in a butcher shop than a typical consumer electronics product. The oval packaging is simply the product wrapped in a single sheet of paper, there are no trays or small boxes for accessories, no plastic sleeves for protection – just the simple sheet of paper wrapped so that it beautifully reveals the product, leaving you with no waste and no hassle – just you and your music ready to go. And the inside of the paper is printed with a commissioned piece of art – a different one for each product color - with images that are as non-conformist as the product itself.
The result of the perfectly imperfect packaging is a truly unique way of packaging a product in the consumer electronics category. The packaging has received praise around the world for challenging the established industry norms and pushing the boundaries. And not only does the packaging convey the essence of the product before the consumer even lays eyes on it, it also is extremely cost-efficient and sustainable.