While at JDK, I worked with the Xbox team to create the packaging system for the Xbox One entertainment system, as well as update the packaging system for the Xbox 360 entertainment system.

The Ask
Xbox needed a packaging system that included a premium unboxing experience and would account for a variety of more specialized executions. This included packaging for accessories, value bundles, game takeovers, and limited-edition day-one packaging.

The Insight
The design team looked to inspiration from premium products rather than other gaming consoles. This included high end watches, perfume, sports cars, and other luxury goods. An additional challenge of note during the project was due to Xbox’s very stringent security around the new console and brand launch; not even the design team was allowed to see the new console or logo. This meant that the entire packaging system and much of the brand were designed around placeholder dummy images of the logo and console.

The Outcome
Through the dedication, talent, and many long nights from the design team, this work landed a spot on thedieline.com and also helped to later inform the entire Xbox retail space, as well as console-led branding. Ultimately leading to one of the most successful console launches in history.