Pimsleur Approach (a division of Stroll) gave me a rather perplexing problem with this project: Create new packaging for the top level Gold line, to celebrate the Anniversary of the company…BUT…the finished product had to A) save the company money in production costs and B) increase profits by adding to the overall perceived value of the product and reducing return rates.
Make it special. Make it cheaper. Make it seem more elegant and expensive.
All at once.
In the end, we went with a textured black box, that opens much like a cigar case, with a magnetic flap to keep the lid closed. The font on the outside of the box is designed to look like a cross between the fonts used by Versace and Chanel, and is applied to the box in silver foil. The CD case inside is a four fold folder, featuring the skylines from the countries of the top selling 4 languages: Spain, Italy, France and Germany. The CD’s started Tiffany blue, but through the testing process became a darker blue. And all of the enclosed paperwork is contained in a folder made to look like a US passport.
In the end, we saved over 20% in production costs AND decreased the return rate. Success!
Samples:
CD design
CD folder design
Box Layout (details):
- Top
- Inner Flap (opposite side of top)
- 2nd flap
- Spine
Box Illustrated
Tools:
Adobe Photoshop
Adobe Illustrator