Client: Western Digital
Campaign: Lifeline
Agency: Fuse Project
Year: 2016
Awards: IDA (International Design Awards) Gold - My Passport, Packaging, 2017
Description: Created concept and Design for Brand language and package.
The current landscape of consumer-facing hard drives are somewhat bleak – blacks and blues that disappear into each other on the shelf. To celebrate the new design language, we redesigned the packaging for WD to reflect the ‘Lifeline’ concept of the products themselves. The products are photographed at a dynamic angle, with the Lifeline extending as an energetic visual center for the box. Brighter colors help with clear differentiation, both for WD as a brand, as well as within their product hierarchy. An inner sleeve was also designed with a playful yet sophisticated drawing of the product, which leaves room for localization and graphic variation without obstructing the outer imagery.
