While at JDK, I partnered with the Xbox team to create the packaging system for the Xbox One entertainment system and update the existing Xbox 360 packaging system.

The Ask
Xbox needed a packaging system that delivered a premium unboxing experience while supporting a wide range of executions. This included accessories, value bundles, game takeovers, and limited-edition launch packaging.

The Insight

The design team looked beyond gaming for inspiration, drawing from premium product categories such as luxury watches, perfume, and sports cars. The goal was to create a packaging experience that felt elevated and distinctive.

An additional challenge was Xbox’s strict security surrounding the new console and brand launch. The design team was not allowed access to the new console or logo, requiring the packaging system and much of the brand experience to be developed using placeholder imagery and dummy assets.

The Outcome
Through the dedication and creativity of the design team, the work was featured on The Dieline and became the foundation for future Xbox retail experiences and console-led branding. The system helped establish a premium unboxing experience and supported one of the most successful console launches in history.