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 had to use a smaller shelf-print, yet consistent sizing for hundreds of different sized accessories.
In addition it had to provide full access to contents, giving consumers at the retail store level the ability to sample the product and place it back without any damage to either product or package. It also needed to be considerably "greener" than the Company's previous packaging, while providing ample advertising space and a clear display of the AT&T brand identity.
Our 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. Then, they went to work.
They presented AT&T with a never-before-available package design, The Accessible Pack.® It provides a unique hinge, allowing the fully trapped clam to be opened and closed without damage to the package. The re-designed package is greener because it uses significantly less raw materials and its design reduces the need for heated sealing equipment.
The new design allows consumers to easily open the package, sample the product, replace the product and re-hang the package without any sign of damage. The package's slimmer imprint achieved a substantial reduction in the use of materials, 63% less paperboard and a 34% less plastic material.
Beyond reduction in materials, sustainability goals were exceeded by using plastic material-made up of 1/3 sugar cane-a renewable resource and our Ecohesive™ coating used for simple press and seal assembly of the package without heated sealing equipment, helping to reduce greenhouse gasses.
The new design provides a 360-degree view of the product, while delivering uniformly infinite size variations. The front cavity and card remain consistent, the back cavity depth is adjusted to compensate for thicker products, allowing for a consistent appearance of packages in retail displays, and standardized graphics for strong brand identity. Finally, the design of the package door allows it to snap closed into a rail system, eliminating the need for insert trays used to prevent product from falling.
iPhone ® is a Trademark of Apple, Inc.