Gotham was used, in differing weights, to deliver product information and body text across all formats. The font selection process involved analysing which fonts helped to reinforce the direction of the visual identity whilst remaining able to provide clear and legible information for the customer across different point sizes. The conclusion was that Gotham delivered the clarity required, while introducing a more youthful direction to the overall identity.

The use of distinguishable colours help to build an easy-to-understand visual language for the consumer when viewed fully planogrammed in-store. Each colour helps to define a different category within the Exspect product range and is used sparingly on visual elements to help maintain consistency within the overall brand and packaging language.

Subtle graphic elements were evolved from the prominant sounding 'X' in the brand name 'Exspect'. Simple geomteric patterns and elements allowed the application of different colour palettes without detracting too much from the overall product images and visual language.

A new approach to product photography and imagery helped create a stronger visual identity. Images with more dynamism and sharper details were intorduced with an emphasis placed on using 3D software to allow the production of images that were otherwise unable to be captured easily.

Boxed products use a 4C print, Gift Box construction with emphasis placed on utilising the strong product imagery to illustrate the packaging. With unit costs reduced by using a simple box design, additional budget was available to be used on sourcing thicker card stock, matte lamination and a spot UV layer over the product image. The additional finishes helped to make the overall finish feel more premium without compromising budget.

Smartphone accessories were packaging in a custom tooled polycarbonate surround and eurohook design. This approach initially incurred additional tooling costs, but allowed mass production of the packaging elements in large quantities which, through economies of scale, reduced the unit price of the packaging while bringing a premium feel and finish to the design. Blisters are form-fitted to each product and inner cards are printed using 2 colours (Black, Spot Colour). Packaging elements are reuseable if any rework is required once shipped from China into the UK.

The Exspect brand and packaging design has now been launched into the UK market with accessories being sold into many retailers including HMV, ASDA and Three.ie. The visual identity has been successfully implemented across product, packaging, in-store POS and stationary.