Smartphone Packaging For Seniors

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Creative Agency: Swedbrand
Project Type: Produced, Commercial Work
Client: Doro Ltd.
Location: Shanghai, China

We made a smartphone packaging with a senior target group in mind. Today’s smartphones are packaged with a much younger user in mind. We made a premium rigid gift box with eco paper pulp tray and revealing levels, to give a senior user the ultimate opening experience.

We all know the feeling when we finally bought our new phone and just want to get it in our hands. The only thing that keeps us from it is the box. This shouldn’t be much of a barrier; yet sometimes it really is. Maybe we need to rip it apart, use some kind of tool, or excessive violence to get inside. All of a sudden the excitement over our new phone is gone, and replaced with frustration.

Avoiding this kind of experience, was what we had in mind for the packaging of the Doro Liberto® 820 – a smartphone developed by Doro. Doro is the award winning, world-leading brand that focus on telecom products and software for senior users. When launching their latest smartphone, Doro were looking for a premium opening-experience that was designed with a new generation of seniors in mind.

Simplicity and quality was our focus during our smartphone unpacking research. We found what to improve, but more importantly, what to avoid – since most solutions are made with a young target group in mind. Attention was given to every detail of the opening process in order to create a box where the quality, and opening experience gives the right impact of the product and its brand.

In October, the Doro Liberto® 820 was launched in 7 markets, in 7 different languages. It is sold in our frustration-free, rigid gift box, with eco paper pulp tray and revealing levels, allowing for easy uncovering of all elements in the order that they are needed.
We do know it is the inside that counts; we just want you to get off to a good start.

“We are proud to present our packaging solution, which is designed with the users in mind – just like the Doro Liberto® 820.

We wanted a new concept of gift box for our new Smartphone Doro Liberto® 820. The Gift Box should both signal a premium and modern product as well as promoting Doro and being specifically functionally designed to the senior target group, without being stigmatising. Swedbrand succeeded well in creating a truly unique gift box that we are satisfied and proud of.” – Calle Krokstäde, General Manager, Doro Hong Kong Ltd.