As a design agency, we are lucky enough to work with clients who trust us to deliver creative that fulfills their design criteria and creates brand advocates. We assisted with Audiovox’s “Mobility Expanded” rebranding effort several years ago. One of the brands, earBudeez, took on a life of it’s own. This earbud product line was focused on the tween demographic at a price point around $10-$15. Audiovox discovered that at this particular price, the packaging, colors and style drove the purchase decision versus overall performance.
Our Research Drove the Creative Direction
After exploring other brands, we discovered the earbud’s category was missing personality. We presented a variety of directions to Audiovox and made such an impression that the client changed their marketing approach to a good-better-best scenario. This way they could incorporate three completely unique ideas instead of settling on one.
The direction Audiovox chose for the “Good” category was inspired by a desire for individuality. Often what you wear is perceived to be an extension of who you are—especially for this age group. We gave each of the six headphones a unique personality. We substituted their eyes for earbuds and positioned them in certain ways, which gave the product some life and created an impactful packaging and retail presence. Meet the crew:
Our Design Gained Brand Recognition
Since the earBudeez have been produced, we have been lucky enough to receive recognition for our creative efforts in the following way:
• PENTAWARDS 2009 (Gold Award)
• Demorgen Magazine 2009 (Special Design Issue – Feature Article in Dutch Publication)
• The Dieline Packaging Awards 2010 (Second Place – Electronics, Technology, Movies, CDs)
• American Graphic Design Awards 2010
• Boxed and Labelled 2 Package Design (Gestalten Publications 2011)
• Brand Package Guidebook (Korea 2011)
• Artlab 38 (Milan, Italy 2011)
The Characters Showed Up In an Unexpected Place
When I searched for our product online, I realized that the earBudeez characters had taken on a life of their own. Apparently a Korean electronics retailer, Smart-Berry, was inspired by the packaging design and decided to create a comic strip with the characters. I’m led to believe that in the following comic strip they are discussing how great the quality of the earBudeez product is. I’m not sure if all this was cleared by Audiovox but we’ll take their imaginative marketing promotion as a compliment.
This BLOG was written by Dean Kojima, a former designer at JDA, Inc.
Very clever packaging! I like how the personalities can be relatable!