Logitech Packaging
Logitech's gaming products originally had packaging visually similar to their office products. Through Salt Branding in San Fransisco I was involved in creating over 100 distinctive X-ray illustrations for a complete and very successful revamp - sales doubled in the first year that the new pack designs were introduced. My involvement has continued for many years afterwards as new products were introduced and the design went through a number of iterations.
Logitech products have a lot of sophisticated technology hidden inside. The X ray views I developed for Logitech allowed this wizardry to be seen & highlighted in their packaging & marketing materials. Gamers are a younger audience with different demands to Logitech’s main users & the goal of this project was to make the G series products & packaging distinctive with the tagline 'Science Wins!'
The original brief was to create X Ray images for one half of the product & merge this together with an actual photograph. It could have been made to work, but presented many problems to overcome - especially accurately matching the perspective of the two images. I suggested creating photo-realistic images of the outside instead, using the same model as the X Ray so the fit would be perfect.
The shelves of a computer store are a very busy place and standing out is not easy. The X ray styling created a distinctive, instantly recognisable image - even from a distance.
The next step was to replace the photographs that had been previously been used on the packaging with photo-realistic illustration. This took more persuasion, but after seeing tests this was accepted too, so I created all of the images on the packaging. Using this approach meant that the box could be ready for a product before it entered production & presented a significant cost saving as Logitech no longer had to get expensive physical prototype models made for photography.
CGI also gave greater flexibility: it’s a lot easier to adapt an existing 3d model than get a new prototype made. The packaging, products & eventually the logo evolved over the course of the project and this approach meant that these changes could be incorporated relatively easily. This was a challenging project that I really enjoyed. I certainly learnt a lot, especially about CAD programmes which are very different to the kind of modelling programmes I normally use. I feel proud seeing the packaging in the shops & my sons love the free games equipment Logitech sent me!
Companies
Logitech
- Technology
