Some leaps are harder than others, but for a high-end furniture company to start making
AV accessories was more like skydive than a leap. Bell’O already had strong brand recognition, but how they planned to relaunch that brand into Consumer Tech was the challenge they presented us. Everything from the design of their products to the shape
and design of their packaging had to respect the companies roots, and yet come still
be authentic when they reached retail.
AV accessories was more like skydive than a leap. Bell’O already had strong brand recognition, but how they planned to relaunch that brand into Consumer Tech was the challenge they presented us. Everything from the design of their products to the shape
and design of their packaging had to respect the companies roots, and yet come still
be authentic when they reached retail.
We wanted to maintain the existing brand equity built on their style of furniture. We used
a combination of sexy curves and sturdy shapes that echoed their design history. This design ethos led to packaging that matched the design of their cable connectors, an entire presentation that was accented by by a strong graphical execution that made them look
as trustworthy in consumer technology as they were in furniture.
a combination of sexy curves and sturdy shapes that echoed their design history. This design ethos led to packaging that matched the design of their cable connectors, an entire presentation that was accented by by a strong graphical execution that made them look
as trustworthy in consumer technology as they were in furniture.
"Working with Theory was a unique and rewarding experience. Rarely do we find a design
firm that is equally proficient with physical structures as they are in design. As a result, they were able to create a seamless and powerful voice for our packaging where the design
and physical packaging were in perfect harmony."
firm that is equally proficient with physical structures as they are in design. As a result, they were able to create a seamless and powerful voice for our packaging where the design
and physical packaging were in perfect harmony."
Marc Sculler | CEO | Bell’O
