1. PRE-HOUSE A diverse style conveyed the personality
of each phone and put the spotlight on
STYLE
individual features, but it didn’t create
a unified look.
Many different styles on the shelf
Designer accessories branded with other companies’ colors and logos

2. HOUSE STYLE All packaging touchpoints were brought
into alignment, making a dramatic
impact on the Verizon brand.
Migrating packaging to a unified look and feel
Before After
Applying the House Style across all touchpoints

3. NEW Examining the evolutionary possibilities
of the clamshell, we found ways to offer
STRUCTURES
consumers a unique experience upon
opening a Prepaid package.
Sketches: Innovation in Prepaid
Variations: Prepaid package structures

4. SUSTAINABILITY How green can we be? Looking
beyond the box, we sought out
ways to impact sustainability
across all brand touchpoints,
including in-store displays.
The Green Campaign
Extending the Campaign

5. ACCESSORIES Recyclable, yet premium. Establishing
a balance between being green and
looking first-class, we brought all of
the accessory packaging into brand
alignment.
Current packaging materials
Before After
Sketches: Exploring accessories
Detailed Analysis: Previous packaging materials
Recommendation: Replace information on backer card with simplified
folded paper insert printed in one color on uncoated recycled paper. Recommendation: Add additional 2 or 3 size clamshells.
Benefit: Allows the pack to better fit the item enclosed with less wasted space.
Benefit: Environmentally friendly. Reduces overall paper and printing cost.
Reduction in size would allow for more product per palette and make smaller
Drawback: Visually less appealing. items more visible within each of the package.
Drawback: Increases the number of forms that will need to be
produced and stocked.
Recommendation: Replace existing package with a window box.
Benefit: Reduces size and eliminates wasted space of current pack.
More efficient for shipping and storage. Reduces the use of plastics.
Drawback: None. Recommendation: Replace existing Solid Bleached Sulphite (SBS) board with one
of the new products available that utilize post consumer content (ArctiKoat® 40%
made from 40% recycled paperboard, Printkote® 30% post consumer content).
Recommendation: Replace plastics and cardboard packing materials
with molded fiber packaging made from 100% recycled paper.
Benefit: These papers are an environmentally friendly alternate to SBS and are fully
Benefit: Environmentally friendly and completely biodegradable, recyclable and compostable. Non recycled content is obtained from renewable and
compostable and recyclable. Reduces the cost of the packaging sustainable sources.
overall. Custom molded to content providing better protection.
Drawback: None Drawback: May not be available to all manufacturers. May be higher price. Actual
cost will need to be evaluated.
Recommendation: Replace existing package with a window box.
Benefit: Reduces size and eliminates wasted space of current pack.
More efficient for shipping and storage. Reduces the use of plastics.
Drawback: None
Recommendation: Replace plastics and cardboard packing materials
with molded fiber packaging made from 100% recycled paper.
Benefit: Environmentally friendly and completely biodegradable,
compostable and recyclable. Reduces the cost of the packaging
overall. Custom molded to content providing better protection.
Drawback: None
Recommendation: Replace information on
backer card with simplified folded paper insert
printed in one color on uncoated recycled paper.
Benefit: Environmentally friendly. Reduction in
overall paper and printing cost.
Drawback: Visually less appealing.
Recommendation: Simplify and remove redundant collateral.
Benefit: Reduction in overall paper and printing cost.
Drawback: None

6. STRENGTHENING In a meticulous study, we
discovered how to deter theft
PREPAID
and reduce plastic while making
it easier to load and unload a
device.
Sketches: Focusing on form, security and assembly
Analysis of current packaging
Recommendation: Replace existing inks and finishes with
vegetable based inks and (VOC) volatile organic compound
free varnishes.
Benefit: Environmentally safe and reduction in petroleum based
solvents and compounds.
Drawback: Higher price. Actual cost will need to be evaluated.
Recommendation: Eliminate clamshell packing completely
and replace it with in store shipper cards as is currently done
in Walmart and Best Buy. Package device with a paperboard
carton preferably made from recycled materials.
Benefit: Reduction in plastics content. New package would be
100% recyclable and/or compostable.
Drawback: Reduction in post purchase visual impact.
Recommendation: Replace the existing clamshell with
paperboard-based Natralock security packaging.
Benefit: Reduces plastic content by 50% to 60%. Reduced
warehousing, transportation and shipping costs when compared
to petroleum-based packaging. Replaces (PVC) polyvinyl chloride
with (RPET) recycled polyethylene terephthalate improving post
consumer content. Can be made from recycled paperboard.
The package is easier for consumers to open than current package.
Seals 40% to 60% faster than traditional clamshell packaging,
reducing manufacturing cost
Drawback: Requires different technology and machinery than is
presently being used.
Recommendation: Replace existing Solid Bleached Sulphite (SBS)
board with one of the new products available that utilize post consumer
content ( ArctiKoat® 40% made from 40% recycled paperboard,
Printkote® 30% post consumer content).
Benefit: These papers are an environmentally friendly alternate to SBS
and are fully recyclable and compostable. Non-recycled content is
obtained from renewable and sustainable sources.
Drawback: May not be available to all manufacturers.
May be higher price. Actual cost will need to be evaluated.

7. FORECASTING What else is out there? Keeping
abreast of the latest developments,
TRENDS
we mined other industries to find
new possibilities for device
packaging.
Verizon Trend Report
Excerpts from the Report

8. INNOVATIVE Putting it all together: drawing on
our research and on original ideas,
CONSTRUCTION
we were ready when it came time
to find impressive structures to
house unique devices.
Refined boxes with phone stands
Variations for innovative packaging

9. PREMIUM From handmade boxes to simple constructions
made elegant through texture and finishes,
PACKAGING
we also create gorgeous packages tailored to
premium devices.
Premium packaging
Color variations
Sketches

10. NEW We’re making the new house style sing
across all touchpoints by adapting the
HOUSE STYLE
new look to the unique needs of each
packaging and collateral element.
New Packaging
Explorations: Varied signal concept evolves to a more unified look across postpay, in-box collateral and accessories.
SECONDARY COLOR PALETTE REISED