Beats: SS18

#Paper-based Media

The design solution aims to boost sales of Beats headphones urBeats 3, which are sold in a variety of colorways, during the summer. Special attention was paid to the increased appeal of the pop-up store among local young people (millennials and Gen Z) in Wuhan.

Design Solution:
In 2018, based on research for a specific market, maximalism design was used in this packaging design as a response to the clichéd minimalist style. To be the "visual lemonade" in the sweltering summer heat, the new Beats headphones are packaged in a colorful Tetra Pak juice pack. The design emphasizes the vibe that Beats can make listening to music as cool as drinking ice juice on a hot summer day. the brightly colored packaging breaks the usual cold image of electronics stores and brings the atmosphere and character of summer into every Beats vending machine, store, and Web site. Notably, the design precedes the launch of Apple's multiple color-emphasized products (HomePod mini, iMac, and AirPods Max).

My role:
As an independent designer, I worked on ethnographic research, inspirational brainstorming, illustration creativity, packaging structure, and photography.