Western Digital | SanDisk Packaging Redesign (Concept)

Our consumer research results made it clear that SanDisk was associated with dynamic photography. Our packaging rarely reflected this and instead put the emphasis on the type of device the SanDisk product worked with. For example, a SD card had a camera as the background on the packaging. I created and proposed this redesign of the SanDisk packaging to be more aligned with the new brand pillars and to focus on the experience, not the device.

Project: Packaging Redesign Pitch (CONCEPT)
Role: Creative Director, Senior Designer
Specs: Blister and carton packaging
Timing: Planning and design over 4 weeks

the Exploration

Ideally every significant bit of information about the product would be clearly visible on the front of the package. But a 4x6 inch blister package (3.5x5 for India) is short on space and some sacrifices have to be made. Consumer research gave me a clear list of visual priorities for the redesign: SanDisk’s red brand bar, Capacity, Feature Icons, Marketing Headline, Product Name, in that order. I rearranged the current information on the package accordingly. Some of the designs stayed conservatively close to the original packaging design, in case the leadership did not want too significant of a change.

The Top 4 Selects

Happy with the range of possible designs, I narrowed the options to my top 4.

option 1

Changes to existing package: LOW

1. Lifestyle photography replaces device on background.

2. Brand bar at the bottom but the logo has been reduced in side to give the red some room to breathe.

3. The Capacity information enlarged 2x and moved to the left side and grouped with the Product Name.

4. Feature Icons are below the product and immediately above the red SanDisk bar.

OPTION 2

Changes to existing package: MODERATE

1. Lifestyle photography replaces device on background.

2. Brand bar moved to the top with the logo. Environmental sustainability information tied to the SanDisk branding.

3. The Capacity information enlarged 1.45x, moved to the left side and integrates with the lifestyle photo.

4. Product Name moved to bottom of package but within the color bar associated with the Product Line.

5. Feature Icons are below the product and immediately above the Product Name bar at the bottom.

OPTION 3

Changes to existing package: HIGH

1. Lifestyle photography replaces device on background.

2. Brand bar moved to the top with the logo. Environmental sustainability information tied to the SanDisk branding.

3. The Capacity information enlarged 1.5x, moved to the left side and integrates with the lifestyle photo.

4. Product Name and Capacity moved to bottom of package but within the white container. No color indicators for various Product Lines.

5. Feature Icons are integrated with the lifestyle photo, just below the SanDisk logo.

OPTION 4

Changes to existing package: SIGNIFICANT

1. Lifestyle photography replaces device on background.

2. Brand bar, SanDisk logo, Product Name, Capacity Information and Feature Icons moved into a container on the left side of the package. Information follows the ranking found in the consumer research.

3. The Capacity information enlarged 1.25x.

4. Product Line colors are incorporated into the red brand bar.

5. Marketing headline relevant to the Product Line integrated within the lifestyle photo.

Final Recommendation: Option 2

Postscript

Due to a change in leadership direction, I was unable to pitch these Round 1 concepts to the business unit for a full evaluation.