Topher DeLancy – Back Panel Top Left, Bottom Left and Right Circles
John Willenborg – Back Panel, Top Left Circle
Michael Matrejek, Anne Godzicki – Product Hero
Todd Roos, Fellowes
Create new packaging and brand id for the ExoLens™ Zeiss® Professional Lens System that would highlight the products capabilities and create a premium product impression.
After doing multiple store checks with the client it quickly became clear that the add-on lens category for smartphone products was in desperate need of a well-branded product. Nearly every package is the exact same stark white front panel with a front facing, straight-on hero shot and a sea of bullet points, logos, and copy.
We chose to focus on a flower image that was shot with the product that featured highly-saturated and vibrant colors. We arranged the product in a way that would create a relationship between the lens and the flower in the same way a photographer develops a relationship with their subject as they are shooting. The camera/flower image wraps around four panels of the box and carries the consumer's eyes and attention to tell the story. We pulled a unique color from the flower image to further this connection and to help create a visual brand.
The overall box is intended to be a soft-touch matte finish and will feature a raised spot UV on the lens, logos, and the water droplets that rest on the flower. This will add another sense to the overall packaging experience – touch.
The final design is premium and unique without alienating the consumer's need for information about how the product works.