Sony Headphones Package Redesign
Sony has their hand in almost every aspect of the electronics industry and while they
are a well known brand, they do not put the time towards creating memorable and lasting packaging. The current packaging also does not reflect back on the values that the company prides themselves on–dream and curiosity, diversity, integrity, sincerity,
and sustainability.
Timeline: Fall Semester, Aug 2019–Dec 2019
Role: Research, Packaging, Brand Identity,
Physical Prototyping, Persona Development,
Journey Mapping, User Testing
Project Team:
Ryan Stroup, Fashion Design
Sebastian Härder, Industrial Design
Morgan Beatty, Communication Design
RESEARCH
We began the semester by doing a field inquiry to research packaging design and how it exists
in different retail environments. We visited multiple big box retail stores including Kroger, PetSmart,
and Target. Three categories caught our interest–consumer electronics, baby products, and pet food.
Purpose: Fill the world with emotion, through the power of creativity and technology.
Dreams & Curiosity: Pioneer the future with dreams and curiosity.
Diversity: Pursue the creation of the best by harnessing diversity and varying viewpoints.
Integrity & Sincerity: Earn the trust for the brand through ethical and responsible conduct. Sustainability: Fulfill our stakeholder responsibilities through disciplined business practices.
Brand Story + Values
The founders Akio Morita and Msaru Ibuka challenged
themselves to do what has never been done before.
Tabs
Hidden plastic
Not inuitive
Typography
Overwhelming
Lacks hierarchy
No consistency in sizing, weight, or alignment
Iconography
No consistency in style, size, or focus
Current Packaging
We analyzed the current packaging to figure out the current pain points that we could translate later into our key opportunities.
Logo
Only mentioned once
Materiality
Plastic & cardboard Feels cheap & flimsy Not easily recyclable
Form
Generic rectangle Rounded corners
Unboxing Experience Not exciting
No choreography
Ideal Consumer
Theo Nicholson | 20, College Student
Theo is a need based and loyal customer. He uses his headphones everyday while walking around campus, in between classes, and during studying.
Pain Points
Not a lot of space in backpack
Past headphones too bulky
No designated carrying case
Competitive Market
IDEATION
01
Key Opportunities
Make packaging a disruptor on shelf
Improve the unboxing experience
02
03
Increase perceived product value
04
Make the packaging reusable
Form Exploration
Form Display Exploration
Visual Language Exploration
Round 1
Round 2
Round 3
Round 4
Foam + Fabric Exploration
REFINEMENT
Final Line Up
