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Samsung Wearable Packages are stacked in a pyramid formation.

Messenger
of the Product

Samsung Wearable Package Design Story

One of the factors that determine the success or failure
of a package design is whether the package effectively acts as
a messenger of the product and brand. A package design not
only conveys primary information of a product’s image, but it
also offers a comprehensive brand experience that captures
a product’s desired values and usage.Therefore, a package
design is the embodiment of a product’s core message to its
users and the manifestation of the conversation between
a user and a product. Let’s take a moment to listen to the story
of the product that is illustrated in the Samsung Wearable
package design.

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Changes for a more
Consistent Brand Experience

Previous Samsung Wearable packages were
great at portraying unique characteristics and strengths
of different product categories, but had difficulty
conveying the overarching impression of the brand.
We analyzed countless competitor products and interviewed
package and retail experts to create an all-encompassing
brand experience through the package. Through this process,
we set our design goal to create a packaging system that exudes
the exhaustive aura of a brand and enhances the details of
the overall experience that covers the journey from opening
the package to holding the product in your hand.

Concept that Ties
Categories Together

  • An image shows packages for Samsung Gear 360 connected to one another to make a complete image of Gear 360.
    An image shows packages for Samsung Gear 360 connected to one another to make a complete image of Gear 360.

    Precious

    “ Packaging is a nice way to speak
    to the user.”

    - Danny Miller, Creative Director of High Tide

    Even if you are purchasing a product for yourself, a nicely packaged
    product that feels like a gift offers a whole new level of precious
    sentiment. The Samsung Mobile Wearable package acts as its own
    salesman when displayed on a showcase. The ‘Precious’ concept
    reflects this idea and provides a modern interpretation of the ‘premium
    gift’ keyword. From the moment users open the upper box, they are
    greeted with a ‘Welcome Door’ that creates anticipation for what’s to
    come. Furthermore, the inbox items, such as the manual and cables,
    are neatly assembled to express delicate care toward users.

  • 360° Consideration

    “ To attract human attention your packaging needs to achieve
    a fine balance between vibrancy, uniqueness and simplicity.”

    - Kate Nightingale, Consumer Psychologist and Founder of Style Psychology Ltd

    The package is designed under the umbrella of the ‘360° Consideration’
    concept, which organically connects different aspects of a package that
    each contain unique information. The design is systemically considerate
    of users and maintains a fine balance of text and images among all six
    sides of the box, thereby preventing an overload of information coming
    from a single element of the package. The compartments of the package
    flow seamlessly while also being exclusive, which enables the product
    to become a natural eye-catcher and an impressionable storyteller that
    tells a tale which goes beyond basic spec details.

Message that is Formed
through Depth in Detail

A package can create a powerful message when all its elements, from materials to color,
font, photography, graphics, constitution, and more, form a harmonious and meticulously detailed
ensemble. The Samsung Wearable package design augments its consistency with depth
in detail to more effectively communicate the product’s language to its users.

Attractive and Powerful Images

The product images used for the package were all taken
in an honest viewpoint that has the product facing
the front. The crisp and clean background that is spread
behind the product and the soft light that permeates into
the product radiate a confident and modern impression.
For products like the Gear Fit2 Pro, which is important
to properly show the band color, the images are rotated
so that users can properly see the color of the band
from the front of the package.

The image of Gear 360 used to create the design for Samsung Gear VR package.
The image of Gear VR used to create the design for Samsung Gear VR package.
The image of Gear VR used to create the design for Samsung Gear VR package.
The image of Gear VR used to create the design for Samsung Gear VR package.
The image of Gear Sport watch used to create the design for Samsung Sport package.
    • Product Image
    • Samsung logo
    • Product Name
    An image shows the look of Samsung Gear Fit 2 Pro package.
    • Graphic Pattern
    An image shows the look of Samsung Gear Fit 2 Pro package.
    • USP Text
    • Product Description
    An image shows the look of Samsung Gear Fit 2 Pro package.
    • USP Icons
    An image shows the look of Samsung Gear Fit 2 Pro package.

Systematic Transmission
of Information

Key information such as product and brand names
are always placed in the same location of the package
for all categories to maintain consistency. Additional
information such as the USP, icons, and product
descriptions were positioned in order of importance
in areas that are easily seen by the user so that all
information can be systemically and properly
disclosed to the user.

An image shows the pattern used on the box of Samsung Gear VR.

Color that Represents
the Brand

The number of colors used in the package is limited to
four colors, excluding the colors in the product image.
The proportion of how each color is used is carefully
determined by its purpose. The Premium Black color
that appears universally among Samsung brand
products blankets the entire package. The Samsung
Accent Blue, used as the Signature Accent, is applied
minimally throughout the package just enough to
indicate the mood of the brand. White and light-grey
are used for typography to immaculately organize
product information.

  • The pattern used for Samsung Gear 360 packaging.
  • The pattern used for Samsung Gear VR packaging.
  • The pattern used for Samsung Gear IconX packaging.
  • The pattern used for Samsung Gear Fit 2 Pro packaging.
  • The pattern used for Samsung Gear Sports watch packaging.

Patterns that Capture
the Sentiments of a Product

Patterns differ from product to product, so each
pattern is designed to serve as a metaphor of the
product’s specific qualities to evoke sentimental
resonance. The Gear 360 features a photograph
that boasts 360 degree photography, the Gear VR
provides a multidimensional view, and the Gear
Fit2 Pro shows an image that displays heartrate
to exemplify the product.

An image shows icon graphics used in Samsung wearable package design.

Intuitive Icon Graphics

The icon graphics were designed with a simple line
as its base using Samsung Accent Blue. The intuitive
and simple form of the icons help users better
understand a product’s USP.

Experience that is made Whole
through Structure

The Samsung Wearable package has been produced in
two forms and two sizes, which upholds coherence of
the brand when displayed. Even when the volume of
the package must be larger to accommodate additional
accessories, the z-axis of the package is enlarged instead
of the x-axis or the y-axis so that the product is always
displayed in a constant size when viewed from the front.

Everyone knows the feeling of keeping a package that they were particularly fond of.
At times, the package of a product can induce a sensation that is as potent as, if not even stronger,
than the sensation that comes from the product itself. The purpose of a package transcended beyond
its previous role of simply wrapping up or protecting the product, and has gained its own meaning.
The Samsung Wearable package design has come to redefine the identity and role of the package.

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