Packaging Design System

Overhauling the visual identity to the Skullcandy packaging and fixture program was no easy task. For the packaging re-design, the goal was to create visual consistency from product to product and let the render of the headphone or earbud shine while the tagline did the heavy lifting of connecting with the consumer on an emotional level.

After a deep competitor research review we designed black packaging with an accent color on the right side and uv printed Skullcandy logo over top. On the left side of the packaging there is a large cropped skull logo and on the back of the packaging there are detail views of the product and translated copy into three languages. The type hierarchy and font size stays consistent across all packages from headphones to earbuds to accessories. The render artwork is always displayed at an angle to be shown clearly even if the package is spider wrapped with antitheft devices by retailers. Over months of user testing and refining the designs we launched and reset our product line at retailers in mid 2018. Some of the challenges that we faced was creating a global compliance package design with translations and regional needs, tagline trademarking and remote printing in different factories.

This is such an exciting project as it is ever evolving with new product launches, retailers needs and learning from our consumer research is always changing these designs but the fundamentals have carried through.