With its timeless shape, the simple interface and life resistant acoustic skin, the design of the Ultimate Ears Boom has more in common with the world of musical instruments than with traditional consumer electronics. With distribution around the globe in a multitude of markets, channels and consumer preferences, the key challenge was how to communicate these characteristics in the packaging and graphics in a way that stayed true to the essence of the product, while still satisfying client, retailer and regulatory demands.

Electronics stores today are dominated by rectangular boxes with bold graphics highlighting the latest features. The packaging for the Ultimate Ears Boom is the opposite of that.

The cylindrical shape, reflecting the essence of the product, immediately stands out. The minimal graphics, focused only on the essentials, provide unusual clarity. Remove the recyclable paper sleeve and a sleek reusable case is revealed where the structure and iconography provide a carefully choreographed out-of-box experience. When you open the case, the product is displayed front and center, pre-charged and ready to enjoy - no distracting plastic wrap to remove before use. Original icons highlight the location of the product accessories, easily accessible with the gentle pull of a tab.

Keeping with the simplicity and the intuitive interface of the product, the Quick Start Guide is purposely minimal. The graphically bold power button on the cover captures the essence of the guide – it’s all about pressing power to play.

The UE Boom packaging, with its sequential unveiling of the product and its accessories, makes the often frustrating chore of unboxing a product a joyful, positive and memorable experience, perfectly aligned with the overall product vision. Within six months of launch, the UE Boom was selected as the Top Gift in Apple stores.