GN Netcom (JABRA), one of the world’s leading headset manufacturers, developed a new sound-cancellation technology that outperformed Jawbone in research. GNN’s mobile unit partnered with Kaleidoscope to create a global retail packaging strategy that would position the Jabra JX20 PURA in Apple Retail environments.
The design challenge was to develop a structural and graphic package that would elevate the reservation price point, align with the Scandinavian design, and compete in a retail environment while maintaining brand integrity. The regional and global co-creation teams were based in Boston, Chicago, Copenhagen and China. By identifying trends, styling cues and ancillary brands that appeal to consumers, the end result became an innovative solution for structural packaging that addressed both the design and strategic objectives for the packaging.