The Brief
This project is a sustainable packaging redesign of the popular board game 30 Seconds. I was tasked with creating a limited edition run of a popular board game wherein which the overall theme of sustainability had to be considered. This brief is illustration centered and required a creation of a sub-brand as well as new graphics in terms of the game pieces and overall packaging.
As designers we have the power to change how people see and experience the world; but we also need to be more aware of our impact especially with what we create. We often tend to overlook the waste our designs create; so how can we create a more positive and sustainable change with what we create? How can we design for the future?
I chose the illustration board game brief as I believe it's a fun and innovative way of promoting and pushing for sustainable packaging. The final packaging answers the call to craft a pack that is healthier for the environment whilst still being practical and durable. The longevity of the packaging itself along with the promotional and communicative element have also been considered.
The Game Redesign
30 Seconds
Known as the “quick thinking fast talking” game; 30 Seconds is a general knowledge description board game that’s suitable for any age group, party or family. Its broad appeal and easy game play makes it a game for everyone.
The game is generally played in teams of 2 to 16. It contains a box of cards with general knowledge names and words. Players must guess a word from their teammates explanation much like charades with the aim of answering as many as possible within 30 seconds. However many answers are correct indicate the number of places the team moves on the board. First team to make it around the board wins.
The game is extremely popular amongst all ages. It works perfectly in large social settings and is often taken with on family vacations. It’s fun, interactive, fast-paced and tends to get very very loud and competitive.
The original game design
Concept
The 30 Seconds game is a perfect game for any group setting as it's so interactive. However a problem with its packaging is that the game box is unnecessarily large. The small card box is placed in the middle of the large game box with the playing pieces just floating around the card box and the board folded up and placed on top. There is so much wasted space underneath the board surrounding the card box that makes the packaging of the game clumsy and annoying to deal with; often causing it to be left behind on vacations or unable to be played in small spaces. It is also less sustainable than it could be as it uses more materials than needed.
My concept for the redesign is to make the packaging more sustainable and travel friendly by compacting the size down with sustainable materials and making the game travel themed to add to the limited edition appeal. The contents of the cards and illustrations are all be based around travel to fit in with the theme and make it more exciting.
Target Audience
The target audience is 30 Seconds players (both current or new) who would like to take the game with when travelling or who are looking for a downscaled version of the game.
Sub-Branding
New Logo
The new logo is the same as the original with changes made to the colours in order for it to match the new theme and colour palette. The outside packaging of the game also features a flourish that indicates that the game is a travel edition. This flourish is designed to look like a passport stamp.
Colour Palette
The colour palette features bright and friendly colours to attract players and make the game feel more playful.
Sustainability
Although this brief is more illustration focused, the overall theme of sustainability must not be forgotten. The longevity of the packaging has been heavily considered and influences the choice of materials. The following materials will be used within the packaging:
Cardboard - The box as well as the inner trays will be made from a thick recycled cardboard that ensures the longevity of the box and avoid any structural damage.
Paper - All graphics and playing cards will be printed on Nautilus Super White paper. This is a 100% post-consumer recycled paper that is uncoated and scores 81 points on the WWF environmental score card. To help aid with longevity; all printed graphics - with the exception of the rule sheet and playing cards - will have a water-safe biodegradable wax sheet coating that can fully break down if the packaging is discarded.
Adhesive - A repuplable adhesive will be used. This means that the adhesive will be able to dissolve completely in water during the paper re-pulping process.
Playing Tokens & Timer - The playing tokens and timer will be 3D printed from recycled plastic.
The Dielines
The game box is constructed in a drawer box style with the inner box pulling out via means of an open grip space in the sleeve. Inside the drawer is tray that holds all game pieces in place. The gameboard and rule sheet sit together on top of the playing pieces.
Game box sleeve dieline
Game box drawer dieline
Inner holding trays - main tray (left), timer tray (middle), token tray (right)
Card box dielines - outer box (left), inner box (middle), box cover sleeve (right)
The Redesigned Graphics
Gameboard
Timer & Tokens
Cards
Inside of Packaging
Outside of Packaging
Photographs of Final Packaging & Game Design
This is not an official product of 30 Seconds or Calco Games nor do I claim it to be
