Client: Western Digital
Campaign: Lifeline
Agency: Fuse Project
Year: 2016
Awards: IDA (International Design Awards) Gold - My Passport, Packaging, 2017
Description: WD ‘Lifeline’ Packaging Design
Role: Concept & Design for Brand Language and Packaging
The external hard drive category has long been defined by monotony—endless rows of dark blues and blacks that fade into each other on the shelf. For WD, we wanted to change that story.
The new ‘Lifeline’ design language reimagines what a hard drive can visually represent: energy, connection, and clarity. The packaging becomes an extension of that idea — the Lifeline graphic flows dynamically across the box, visually connecting the product’s purpose with its design.
Each product was photographed from a bold, angular perspective, capturing movement and confidence. Vibrant color palettes not only strengthen WD’s shelf presence but also help define clear differentiation within the product hierarchy.
Inside, a secondary sleeve introduces a more playful side — featuring a minimalist illustration of the product. It adds an element of human warmth and allows easy localization or graphic variation without disrupting the integrity of the main design.
Ultimately, this project celebrates WD’s evolution — from a functional tech brand to an expressive, human-centric one, where design serves as both identity and emotion.
