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

sneakpeek.png

REFINEMENT

 

Final Line Up

© Morgan Beatty 2020