Bose Corporation Packaging redesign and architecture

Background

Bose has a long, rich history as a leader in user-centric audio innovation, engineering and design. With sales plateauing in recent years, research revealed their packaging was not a strong marketing tool at retail. Customers found Bose packaging seemed low-end and did not convey the value of a higher priced product. When the time came for the company to launch two new products – the QC20 noise-cancellation headphone and the Soundlink® Mini portable Bluetooth speaker – they saw it as an opportunity to develop packaging that would improve shelf impact and better represent the Bose brand essence.

Solution

The new design approach is minimalistic, both in messaging and the photography and visuals. At the center of the new design are the products. The packaging features big, beautifully-detailed photography set against a field of white. Alongside the new graphics, an elegant structural system was developed which utilized product photography in place of the clamshell window. The result is both dramatic, yet sophisticated.

Agency: Phillips Design Group