B&O Play

By harnessing the power of packaging to deliver an emotional experience of ‘goosebumps’, we’ve brought this ambitious brand one step closer to its goal of becoming the “world’s leading audio lifestyle brand.”

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B&O Play, the fast-growing younger sibling of iconic electronics brand Bang & Olufsen, is in the business of ‘goosebumps’ – making us feel something with beautiful music – but it’s product-centric packaging design did little to reflect this emotional positioning.

We wanted to help the consumer feel the music before pressing play: to go from looking at silence on a shelf of products to truly seeing the sound. Drawing from the rich, tactile world of print magazines – one of inspiring stories of place, space, emotion and mood – we looked to capture the anticipation of beautiful music with a narrative approach to design.

Changing periodically in a way evocative of a revolving annual, the new packaging gives the brand scope to reflect contemporary culture in a way that aligns with the lifestyles of its target market: nomadic, moment-led and experience-driven.

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