As the highly anticipated X-Box One hit the shelves this weekend, we have an opportunity to talk to Microsoft about the design and development of the packaging for the console and accessories. “With Xbox One we knew we needed to signal that this is the next generation product. At the same time we needed to differentiate between Xbox One and the existing Xbox 360 brand which will continue to be available.
The design brief called for something modern, premium and conveying the magic of the Xbox One proposition. Xbox One is more than just a console. As with Xbox 360, there will be a range of accessories including controllers, headsets, and plug & play units with additional items in future. We developed a family of packs based around a sleek, rectangular shape. All packs are closed box design which helps to signify the difference from Xbox 360 where accessories are in open box with thermoform trays. High quality visuals of the contents replace the open box presentation on a unique green background for Xbox One. The resulting line up is sleek, uniform and eye-catching. Research confirmed that the visual identity met our original goals with target consumers.”
