B&O Play - from luxury audio lifestyle brand, Bang & Olufsen - is in the business of ‘goosebumps’ – making us feel something with beautiful music – but its product-centric packaging design did little to reflect this emotional positioning.
We wanted to help people 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 the 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.