Sony EyePet & Invizimals promotional packaging design
Aim: To promote Sony’s EyePet and Invizimals Shadow Zone, two new children’s game titles for PSP.
Target Audience: Pan-European video game, technology and children’s media journalists.
Strategy & Tactic: Structurally design and produce a high quality and interactive pack that would hold various items for both the separate games.
Design: Following the success of Burgopak’s structural design for the Sony EyePet promotional pack, GR/DD re-approached Burgopak to work on this next project. Held closed by a magnetic strip, the pack neatly unfolds open to reveal a bright and enticing introduction into the world of Sony’s two new games. The presentation reveals a PlayStation®Eye camera, leading the recipient on to explore the EyePet and Invizimals contents separately through an intuitive cross-folding panel. Burgopak liaised with the manufacturing partner to ensure the design’s die-line was optimized to reduce waste and keep within budget while considering manufacturing parameters. The design features high quality finishing with double embossing, double sided print, matt laminate finish and spot UV. GR/DD produced the design’s vibrant artwork and coordinated the initial structural concepts.
End Result: In combination with Burgopak’s technical skills and experience in design for manufacture, the collaboration led to an effective and successful packaging concept to deliver Sony’s new products to the press.
Sony EyePet promotional packaging design
Aim: To design and produce an engaging structural packaging solution to securely hold the EyePet game software, literature and hardware.
Target Audience: Pan-European video game, technology and children’s media journalists.
Strategy & Tactic: The ‘roof’ of the package was to open and reveal a ‘pop-up’ of the game character, providing an explosive opening experience.
Design: Burgopak developed a simple linkage and friction lock that allows the internal surfaces to move through 90 degrees and lock to form a flat table. The packaging design solution exemplifies how packaging can offer a great opportunity to engage imagination both in a commercial environment and whilst playing at home.
End result: The design was winner of the GDUSA American Package Design Award 2010.
Sony Play TV packaging design
- Our aim was to deconstruct and segment in-box product and collateral to create a step-by-step opening experience
- Packaging had to be playful, engaging and feel like an exciting voyage of discovery for the user
- New design simplified and sequenced the delivery of key information
- Encouraged users to perform a systematic chain of operations crucial to the setup and understanding of the product’s functions
