The iPad stand was Square’s second product launch but it was a much more complicated and expensive product than the mobile reader which was essentially a giveaway product after the activation credit.

It was important to the client to make a statement with the packaging to the end user, that they have purchased a premium product. Of equal importance was the need to create an easy to follow out of box experience to guide them through the setup and first use.

The final package is a unique rounded corner rigid board box construction that has the same proportions as the Square logo, this is connected to the side profile of the stand base that also uses the logo to drive its geometry. The rounded corner construction was a novel approach using curved inserts that connect to the flat rigid board internal panels to create a rigid internal structure that could be overwrapped.

The stand and quick start guide (mounted inside the iPad frame) are removed first and the setup accessories and an additional mobile reader are housed inside an accessory kit.