PANASONIC EARPHONES

Agency: Scholz & Friends
Art Director: Walter Ziegler
Art Director: Philipp Weber
Copywriter: Felix John
Cannes Lions 2010 Design Gold

The selection of earphones is huge and the products are often interchangeable. Only a packaging with a clear visual idea is able to stand out at the market among the generic packagings of the competition.
Describe the brief from the client:
The brief was to design a new packaging for the Stereo Earphones RP-HJE 130 that clearly communicates the product benefit: the unique sound quality. The packaging design has to appeal to a target group that usually owns well-designed high-class mp3 players.
Description of how you arrived at the final design:
The packaging uses the universal symbol for music: the note. By specially arranging the earphones inside a special box they appear to look like two eighth notes. So the earphones show at first sight for whom they are made: for passionate music lovers.
Indication of how successful the outcome was in the market:
The new packaging was met with positive reactions from retailers and clients because it clearly stood out from the generic packaging of the competition. As such it helped to attract new target groups for Panasonic.