Motorola packaging over the years became fragmented and unguided. At the same time, most consumer electronic packaging felt impersonal and sterile, contrary to how we live with our gadgets. By looking at how and where we interact with technology, we can say more with a humanistic touch. On the packaging itself, we showed the context of where you use the product or what inspired it. This idea is called “Contexture.” A unified brand presence across Motorola’s global packaging system including 5 business units, in 6 continents and over 106 SKUs were created by teams I managed. I also designed and led the implementation of packaging templates and guidelines to be used overseas.
(Designed at Turner Duckworth)