New HP Packaging

Brand Engine has recently redesigned some of HP's printer and ink packaging:

"To stay ahead of the
curve in a slowing economy and fierce competitive environment, HP's
Imaging and Printing Group (IPG) wanted to change their conversation to
include a more youthful demographic, while staying true to their
amazing product innovation and leadership position.

Brand
Engine began the process through in-depth discovery and analysis,
bringing clarity to HP's challenges in their dynamic
environment. Distilling HP's core qualities into a brand strategy,
Brand Engine developed an authentic, meaningful and memorable brand
story that communicated HP's long-held and often overlooked status as a
category leader and innovator. The brand story was translated on
package through a modern, genuine style that spoke to a younger
audience, while still resonating with their loyal customer. 

The
Results: Increasing their appeal with devoted users and new audiences
alike, HP retained their leadership position and successfully
solidified themselves as the technology brand of choice. Post-design
research indicated that the new packaging system resulted in
double-digit increases in brand awareness and value perception."

Comments

[Kristan Hoffman]

I like it, although I'm surprised they're going from stark white to black. It sort of reminds me of some work we did for Verbatim on their computer peripherals:

http://www.verbatim.com/products/detail.cfm?product_id=2980F96A-1143-3415-5F9BE09A08331758&cat_id=2982A843-1143-3415-5F290FCC8390D0AD

(All the black mice and keyboard packages. Sorry it's just the thumbnails and hard to link to...)

[Anonymous]

finally. awsome printing product packagingwell done brand engine

[rob]

for me this is a mediocre design solution, not unattractive (far from it) but obvious in its idea and execution.

I also have a problem with identifying the colour of the inks, the blue photo of the butterflies would make me think i was buying a cyan cartridge and not black one.

Sorry to be negative.

[Anonymous]

thats a great point Rob, i hope this is a mistake in the visuals supplied. but it would make sense to have the blue pack for blue ink

[Britt]

I also agree with Rob, when I first saw the blue butterflies I immediately thought it was a very cool looking cyan cartridge.

Going with an RGB color scheme for ink seems odd to me.

[Jeremy Meyers]

Also, in terms of eco-friendliness, thats a whole lot of packaging for a little plastic cartridge.

[begsini]

Holy cow, Brand Engine are full of themselves. It's black with the HP logo and pictures, for crying out loud.

[Rob H.]

Why has the dieline become a place for "designers" to spit negative insults towards other agencies?

[Yari]

I like the packaging, but I have to agree with Rob, the color usage is misleading. I immediately thought cyan when I saw the blue butterflies only to realize that it was black ink. I guess the color has to do with the printer and not the ink color. I'd have to see how the other colors within the same printer line look next to each other to see how easily they are to differentiate. It's a bold design though, not your typical white box of ink. I really like that the images are full color focusing on one main color vs. going monotone.

[Robco]

couldnt agree more on the colored images clouding the 'read' of the internal color. objectively, very pleasing to look at though.

[azam]

Like this bro ...