Beats by Dr. Dre - Gaming

2020 — Packaging Design

The goal was to create an innovative packaging solution for the launch of Beats’ first gaming-centric product offering. The final design took inspiration from loot crates, a virtual prize or reward in games which often grant the gamer special power-ups or rare gear.

-Dieline generation

-Physical Prototypes

-Rendering & spec generation

Creative Director: Hamish Thain
Senior Packaging Designer: Bart Jansen
Packaging Designer: Michael Rodriguez

CARRY CASE EXPLORE

Initially there was consideration for the inclusion of a carry case in the packaging. Below is the initial explore of a variety of case concepts.

Case 1A Simple drawstring pouch — **Case 1A** Simple drawstring pouch

Case 2 Tool roll, closed — **Case 2** Tool roll, closed

Case 3 Wrap case closed — **Case 3** Wrap case closed

Case 4 Zip case closed — **Case 4** Zip case closed

Case 5 Zip case closed — **Case 5** Zip case closed

Case 6 Zip case closed — **Case 6** Zip case closed

Case 7 Compression molded zip case, closed — **Case 7** Compression molded zip case, closed

Case 1B Drawstring pouch with heat sealed details — **Case 1B** Drawstring pouch with heat sealed details

Case 2 Tool roll, open — **Case 2** Tool roll, open

Case 3 Wrap case open — **Case 3** Wrap case open

Case 4 Zip case open — **Case 4** Zip case open

Case 6 Zip case open — **Case 6** Zip case open

Case 7 Compression molded zip case, open — **Case 7** Compression molded zip case, open

INITIAL ARCHITECTURES

Round one of the packaging explore. The goal was to explore a wide range of architectures while keeping in mind the sustainability design principles established in the Solo & Powerbeats programs.

Concept 1 Micro-flute box with controller grip tray — **Concept 1** Micro-flute box with controller grip tray

Concept 2 SBS structure with PaperFoam tray — **Concept 2** SBS structure with PaperFoam tray

Concept 3 Hinged micro-flute box with minimal device trays — **Concept 3** Hinged micro-flute box with minimal device trays

Concept 4 SBS structure with stylized “Carbonite” lid — **Concept 4** SBS structure with stylized “Carbonite” lid

Concept 5 Eska box with PaperFoam device trays — **Concept 5** Eska box with PaperFoam device trays

Concept 6 Paperfoam shells with microflute carry sleeve — **Concept 6** Paperfoam shells with microflute carry sleeve

Concept 7 Living-hinge Eska box design, shown with zip case — **Concept 7** Living-hinge Eska box design, shown with zip case

Concept 8 PaperFoam “Loot Crate” with micro-flute belly band — **Concept 8** PaperFoam “Loot Crate” with micro-flute belly band

Concept 1 Minimal tray design allows product to stand proud. — **Concept 1** Minimal tray design allows product to stand proud.

Concept 2 Product reveal, large printable for integrated lid graphics — **Concept 2** Product reveal, large printable for integrated lid graphics

Concept 3 Component layout — **Concept 3** Component layout

Concept 4 Component layout — **Concept 4** Component layout

Concept 5 Component layout — **Concept 5** Component layout

Concept 6 Component layout — **Concept 6** Component layout

Concept 7 Open package — **Concept 7** Open package

Concept 8 “Loot Crate” product reveal — **Concept 8** “Loot Crate” product reveal

SELECTED DIRECTIONS

Second round of packaging revisions, which included physical models and specifications for pricing purposes.

Concept Stand (Previously concept 1) — **Concept Stand** (Previously concept 1)

Concept Hinge (Previously concept 3) — **Concept Hinge** (Previously concept 3)

Concept Stark (Previously concept 5) — **Concept Stark** (Previously concept 5)

Concept Loot Crate (Previously concept 8) — **Concept Loot Crate** (Previously concept 8)

Concept Stand Product reveal — **Concept Stand** Product reveal

Concept Hinge Component Layout — **Concept Hinge** Component Layout

Concept Stark Component Layout — **Concept Stark** Component Layout

Concept Loot Crate Component Layout — **Concept Loot Crate** Component Layout

Final Design

Based on pricing and reliability testing and marketing, concept “Loot Crate” was selected. Further refinements were conducted to improve size, reliability, and OOBE.