GoPro’s target markets are passionate individuals and sport enthusiasts who want to capture their passions, create experiences and share their visions. Consequently, the packaging should reflect the principals of this target market. The consumers first contact with the brand, should inspire and encourage them to make a purchase. The design of the packaging significantly impacts the way the product will be viewed. Through redesigning the packaging, from being technologically focused to a design which represents the ‘GoPro’ lifestyle, providing a variety of stimulants for their consumers. This was achieved using a strong narrative, the development of textures and powerful package design reflecting the desired lifestyle.