In the last decade, Sony has struggled to stay relevant in a rapidly changing media landscape. The company’s branding and visual identity lacks energy, youth, and visual clarity. For this project, I decided to take on packaging for Sony’s headphones, quality products that are passed over because of their perceived image.
Sony’s brand mission concentrates on the experiences we have when interacting with technology. It is the user who imbues technology with meaning and gives it new life. Using this abstract concept as a stepping stone, I created bold, graphic packaging that changes with user interaction.
The packaging uses a transparent tinted plastic sleeve that, when slipped over the box, changes the color and intensity of the package. Thus, the simple act of opening the box is a playful experience.
Contribution: concept, packaging design
Designed at Portfolio Center