The Flat box packaging portfolio for Sony Mobile Accessories was created during the transformation from SonyEricsson to Sony to align the box formats to Sony standards. It had to fit the whole product portfolio that contained hundreds of products and last for some years.
We faced three big challenges with this new packaging portfolio. It consisted of about 400 products of very different sizes and shapes, but we had to limit the amount of box sizes to a maximum of ten to be able to handle it in a cost- and production-efficient way. Too many sizes are not appreciated in the stores, either. In the end, we managed to restrict it to a mere eight different sizes.
The next challenge was that the new product portfolio had not been defined and when you don’t know what to pack, it is hard to define a good package. The biggest challenge was to keep the same price as for the old packaging while maintaining the quality.
With a great cross-functional team from the whole packaging value chain, we created standardized, clean, pleasant-looking and production-efficient packaging with good logistics processes and great flexibility. The standard boxes were still of high quality but at a slightly lower price than previous boxes, considering the total portfolio scope.
In the middle of this project a range of premium products, such as watches, and Bluetooth headsets were added. Using the same design look but new materials and a new construction we had a new premium packaging implemented.