Polaroid Corporation Digital instant packaging and brand architecture

Background

Well-known for its historic innovations in instant photography, Polaroid leapt into the modern age by developing two breakthrough products – a digital instant camera and a mobile instant printer. What makes these products unique is their use of ZINK™ technology, a new way to print full-color digital images without the need for ink cartridges or ribbons. This camera and printer would appeal to young adults who are looking for products that allow them to share in their experiences. Polaroid needed a new package design system that would speak to this audience by expressing the core brand attributes – simple, clean, fun, social, immediate and technologically advanced. Also, since this was a new product innovation, it needed to clearly and succinctly communicate its unique story.

Solution

Since Polaroid did not have a resolved packaging trade dress system, there was an opportunity to not only tell a compelling story about these products, but also establish a clear and distinctive look and feel for the brand as a whole. Based on the company’s competitive landscape and history, the idea was that Polaroid has the opportunity to own not just one color, but all color. Using a bold spectrum of color, minimal copy and simple, easy-to-understand visuals resulted in a new package design that’s simple, sophisticated and fun. The client was so pleased with the result that they extended this brand architecture across their entire consumer electronics portfolio.

Agency: Catapult Thinking