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Creative Agency: Character
Addtional Credits: Engineering and Manufacturing by Uneka
Client: Anki
Location: San Francisco, CA, USA
Project Type: Commercial Work

Anki is dedicated to bringing artificial intelligence and robotics to consumers’ lives through everyday, real life scenarios. Anki approached Character with the enviable task of concepting, designing and producing the Anki DRIVE launch packaging experience. The brief was simple. The packaging had to be as remarkable as the product itself.

Working with Anki and their external marketing team, Character conceptually defined each phase of the packaging journey, from manufacturing, retail, out of store, unboxing and reboxing.

It was important that the packaging reflected the premium and innovative qualities of the Anki DRIVE brand and experience. In addition, it had to evoke a feeling of motion and mobility with a theme of speed and performance. The selected concept was a rigid telescoping box solution with exterior leading edges that were chamfered to give the perception of speed and movement, while providing a large “track-like” billboard space to showcase a hero shot of the car.

Character was responsible for both the structural and photographic components of the starter kit, individual cars and accessories pack. The Anki DRIVE logotype and typefaces were provided by the Anki team. From WIRED, TechCrunch and Popular Science to WSJ, Bloomberg, CNET and beyond – Anki DRIVE has been positively raved about and resoundingly embraced by early adopters and tech commentators, making it onto TIME’s list of 2013 Best Inventions.