Before & After: Incase


In 2009, the in-house team at Incase devloped new packaging for their small item products:

"The main focus was to facilitate the test fitting and product demonstration experience at Apple retail stores. Our research showed that consumers were opening packages and test-fitting products before making purchases. In most cases, the packages were not correctly returned to the shelves or were somewhat damaged and unsightly, making it difficult to sell these products.  The design solution was to create an outer wrap that was easy to slide on and off, offering full access to the product without damaging the package.  The sliding action of the wrap was simple and intuitive and did not involve additional flaps or mechanisms that the previous packaging employed.

Graphically, the goal was to refine the layout and information to effectively communicate key product features. The front panel was kept minimal and clean to maximize product visibility and help consumers to quickly locate or distinguish between various product styles. Additionally, we introduced violator icons, which were integrated into the front panel border to communicate the main product feature.  On the back, the information was designed around a simple and friendly icon system to reflect a clear hierarchy of information.

Lastly, we took the opportunity to make this packaging environmentally friendly because the previous packaging was not recyclable. From the beginning of the design process, we were committed to using paper pulp trays because of its eco-conscious and material properties.  This approach paid off because we were able to manufacture the pulp trays using 80% post consumer waste. Moreover, recyclable plastics such as PET (polyethylene terephthalate) and PS (polystyrene) were utilized, making each package 100% recyclable."

See more after photos and the before photos after the jump.

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And the before photos below: