Display Pack’s Accessible Pack®
The Challenge
AT&T®, the second largest wireless phone company in America, needed a new package for its iPhone® accessories line of products. The new package design needed to meet several objectives.
First, it had to provide complete access to its contents by giving consumers at the retail store level the ability to sample the product. It also needed to give consumers the flexibility to place the product back without any damage to either product or package.
Second, it needed to provide a smaller shelf-print, yet consistent sizing for hundreds of different sized accessories.
Third, needing to be considerably “greener” than the Company’s previous packaging, the new package could not resemble those of any other major brand.
And fourth, the package had to provide ample advertising space and a clear display of the AT&T brand identity, while at the same time conveying the quality and value of the iPhone and its accessory line of products.
 The Solution
The Display Pack design team of packaging engineers, graphic designers, tooling engineers, and manufacturing experts met with the client to learn about the line of accessories and each specific need and objective the packaging needed to meet. After that, they went to work coming up with various designs and production initiatives. Finally, they presented AT&T with a never-before-available package design—The Accessible Pack®—that provided a unique hinge, allowing the fully trapped clam to be opened and closed without damage to the package. The Accessible Pack also met all of other client objectives, while providing AT&T with a slimmer and less bulky package.
Production
Because of its design and opening tab which are vertically in-line with the paperboard cavity, the manufacturing process was greatly simplified resulting in faster and more efficient running of automated assembly lines. Besides its innovative functionality, the re-designed package’s manufacturing process uses significantly less raw materials than the previous package. In addition, to create a greener assembly track that reduces the need for heated sealing equipment, Ecohesive™, a special cohesive coating also developed by Display Pack, is used on the card for simple press and seal assembly of the package. .
Results
This new package, designed and manufactured by Display Pack, has provided AT&T with:
• An innovative way for consumers to open the package without tools, frustration, or possible
injury, allowing them to test the product, replace the product into the package and re-hang it, all
without any sign of damage to the package.
• A new slimmer package imprint that achieved a significant reduction in the use of materials—63%
less paperboard and a 34% less plastic material—thereby increasing sustainability by decreasing both
utilization and material costs. The Ecohesive™coating used for simple press and seal assembly of
the package without heated sealing equipment, not only reduces manufacturing hours and costs, but also
lowers greenhouse gasses. Ecohesive also provides the benefit of separation of card and plastic allowing
for easy recycling.
• The new design allows for 360-degree view of the product. While the front cavity remains consistent,
the back cavity depth is adjusted to compensate for thicker products. This uniform front for all product
sizes allows for a consistent appearance of packages in retail displays, and standardized graphics for
strong brand identity. Because the design of the package door allows it to snap closed into a rail
system, the need for insert trays used to prevent product from falling out is eliminated, further
reducing costs and shortening manufacturing and assembly processes.
iPhone® is a Trademark of Apple Inc.
About Display Pack
Founded in 1967, Display Pack is a company known for its commitment to finding a solution for every customer’s unique need. A privately owned manufacturer of consumer packaging, Display Pack offers Single Source Solutions®, managing the entire packaging process from start to finish, with Packaging Design, Prototyping, Tooling, Printing, Die-Cutting, Thermoforming, Contract Packaging, and Warehousing and Logistics. Industries served include: electronics, household products, health & beauty aids, food, hunting, fishing and other outdoor and indoor sports, as well as a wide array of other consumer and hardgood products.
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