The third large packaging system iteration for Beats.

The focus of this project was the reduction of materials and specifically plastic in the Beats packaging system. The main focus was the layers of laminate films and adhesives that cover most consumer electronics packages and had become a trope for “premium packaging”.

This reduction was achieved for the printed sleeves by sourcing a suitable aqueous varnish and removing the matte OPP lamination.

However, for the internal boxes the goal was to avoid printing all together. The resulting premium rigid boxes were made from v-notched Eska board, blind debossed with little to no glue. The delightful out of box experiences and considered a system of modular internal accessory boxes connect the system regardless of product price point.

The felt case was developed as a functional improvement and as an effort to be more sustainable. The previous Beats cases with either rigid EVA or soft cut and sew, forming felt made from post consumer PE allowed for a semi-rigid but crushable case that could be stuffed into a bag when not in use but held its shape.