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The launch of the iPhone 5 in 2012 was OtterBox’s largest launch of the year. To reveal the new case a launch kit was designed and sent to AT&T executives and technology/media writers. A Defender Series and Commuter Series case was included in the box along with a customized booklet to the recipient that showed all the other available case colors. The box structure and graphics were completely customized for the kit. Working with a vendor overseas, samples of drawn up designs were prototyped and adjusted to ensure a perfect fit. The box was finished with simple OtterBox graphics, a full coverage soft touch coating and a spot gloss over the logo to add to the premium look and feel of the launch kit.
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Three box designs were drawn in SketchUp and sent to an overseas packaging vendor to create prototypes. After white prototypes were received, the design to move forward with was a slim box with a wrap that slid open to uncover a promotional booklet and two new OtterBox cases. The curved edges of the box wrap mimicked the curves on the retail packaging that the new cases would be sold in.
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Small structural adjustments were made to ensure a perfect custom fit around the cases before final dielines were approved and graphics were laid out.
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The final design included a booklet that featured a letter written to AT&T executives and all OtterBox cases for iPhone 5 available at AT&T. A soft touch coating was added to the entire box for a more premium feel as well as spot gloss added to the logo. Feedback from AT&T was very positive after receiving them.
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iPhone 5 Launch Kit
Heather Bybee
Packaging Designer San Francisco, CA