Brand Packaging

Multinational > Xbox

October 12, 2010
Xbox has introduced redesigned packaging to mark the launch of the new Kinect product program, the updated Xbox 360 and its corresponding accessories. 



Xbox has introduced redesigned packaging to mark the launch of the new Kinect product program, the updated Xbox 360 and its corresponding accessories. The design sets the accessories against a white panoramic backdrop that gives the products “breathing space” in the cluttered gaming aisle, while the green wave, which anchors the Xbox identity, creates brand recognition for the shopper. Purple is now the brand color associated with Kinect and will be incorporated into the program’s compatible accessories. Each product fits in one of just a few standard packaging sizes, creating a more unified shelf appearance. Paperboard cartons have replaced the standard clamshell, making the packages easier to open.    

Launch
November 2010

Package design
Atlason, www.atlason.com