Digital Audio Packaging Design

SMP 22.05.07
Infinite Dial Packaging Design

SMP 22.05.07
Infinite Dial Design Rationale (2 options)

Under the RCA brand, Infinite Dial is launching a new series of desktop Internet radios with high
performance sound. This is positioned as a premium product. The product strategy is to
adopt a Prem-Tier positioning within RCA brand.
RCA Strapline
 Continuing with current “Changing Entertainment. Again.” as the official strapline of
the RCA identity to communicate the brand’s core purpose to the consumer.
 The Mass-Tier (Value) position is currently communicated with blue RCA graphic panel
and Prem-Tier (Premium) with a silver RCA graphic panel.

Prem-Tier (Premium Value) Differentiation

Consumers: They are PC savvy, average-income buyers experienced, discerned and
knowledgeable about their products.
Product Picture: Heavily monochromatic with simple halo treatment reinforce the
elegant design of the product, resulting in extremely classy feel. All four sides of the
products are shown on the box to accentuates the design quality.
Copy Communication: No bullet communication is needed on the front panels but bullets
are featured on the side panel. A single, concise and effective copy describes the product
offering without the loudness (clearly “seen but not heard”) on the front panel.

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Infinite Dial Design Rationale (2 options)
Graphic Panel: RCA house in a generic graphic panel in silver printing. This metallic panel is
a clear premium differentiator from the current Mass-Tier RCA blue graphic panel.
Overall Design: The box is predominately black to communicate the high-performance and
technological look and feel. The approach is product focused. Photography played a major
role in giving visual prominence and shelf-impact. The minimal clean type treatment, and
matt varnishing further enhance the “premium quality. Maintaining separate language frontal
panels ensure easy bilingual adaptation to the Canadian market.

Design Changes
• Creation of two tiering segments: Mass-Tier and Prem-Tier to better clarify the product
positioning and “premium-ness”, and to leverage better pricing and customer segment.
• Silver (metallic) RCA graphic panel
• Minimum frontal copy communication (no bullets)
• Reliance on good photo lighting to communicate high end product quality and design
• Matt varnishing

Design Similarities
• RCA Graphic panel
• Black background
• Halo glow treatment
• Design simplicity
• Large pictures
• Model number panel
• Preserve type usage

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Infinite Dial (1)

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Infinite Dial

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Infinite Dial Design Rationale (2 options)

Under the RCA brand, Infinite Dial is launching a new series of desktop Internet radios with high
performance sound. This is positioned as a premium product. The product strategy is to
adopt a Prem-Tier positioning within RCA brand.
RCA Strapline
 Continuing with current “Changing Entertainment. Again.” as the official strapline of the RCA
identity to communicate the brand’s core purpose to the consumer.
 The Mass-Tier (Value) position is currently communicated with blue RCA graphic panel and
Prem-Tier (Premium) with a silver RCA graphic panel.
Prem-Tier (Premium Value) Differentiation for Infinite Dial
Consumers: They are PC savvy, average-income buyers experienced, discerned and
knowledgeable about their products.
Product Picture: Heavily monochromatic with simple halo treatment reinforce the elegant
design of the product, resulting in extremely classy feel. All four sides of the products are
shown on the box to accentuates the design quality.
Copy Communication: No bullet communication is needed on the front panels but bullets
are featured on the side panel. A single, concise and effective copy describes the product
offering without the loudness (clearly “seen but not heard”) on the front panel.

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Infinite Dial Design Rationale (2 options)
Graphic Panel: RCA house in a generic graphic panel in silver printing. This black panel is a
clear premium differentiator from the current Mass-Tier RCA blue graphic panel.
Overall Design: The box is refreshingly light and in vibrant chartreuse (lime green). The
wavy background pattern communicates the era of maturing internet connections while the
delicate circle pattern echoes the grill patterns and “Infinite Dial”. Again, high-performance
and technological look and feel is maintained by the subtle patterns. The combination of
product picture, vibrant colour and patterns reinforces visual prominence and shelf-impact
while the minimal and clean type treatment adds to the premium look and feel. The box is
matt varnished to further enhance the premium quality. Maintaining separate language
frontal panels ensure easy bilingual adaptation to the Canadian market.

Design Changes
• Creation of two tiering segments: Mass-Tier and Prem-Tier to better clarify the product
positioning and “premium-ness”, and to leverage better pricing and customer segment.
• Black RCA graphic panel
• Minimum frontal copy communication (no bullets)
• Reliance on good photo lighting to communicate high end product quality and design
• Matt varnishing

Design Similarities
• RCA Graphic panel • Large pictures
• Black background • Model number panel
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• Halo glow treatment • Preserve type usage
• Design simplicity
Infinite Dial

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RCA Digital Media Player
Packaging Design

SMP 22.05.07
My First MP3 Design Rationale (3 options)

RCA is launching its first mp3 for kids (aged 5 to 8 years old). Leveraging on the M4000 series,
the cosmetics and UI are changed to appeal to kids. The Rights to Believe (RTB) are kids
can have an easy to use mp3 player and record up to 5 CDs without installation associated
with adult mp3 players. This is positioned as Mass-Tier within the RCA brand.

Mass-Tier (Value) Differentiation

• Consumers: Kids (aged 5 to 8 years old). Adults are the purchasers while kids are the
decision makers(?)
• Product Picture: Full product view. What you see is what you get.
• Copy Communication: Clear, punchy and convincing communication
• Graphic Panel: Panel is removed however the RCA and strapline is retained

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My First MP3 Design Rationale (3 options)
 Overall Design
o Round blisterpack (echo the dial of the mp3) with bubble shape blister top
o Bright, vibrant and “fizzy” colours (yellow, lime green, blues, purple) to
communicate the mp3 is really for kids
o Decorated with musical notations
o Fun and child-like typefaces for display while retaining the RCA brand typeface for
bullets and legal information
o Introduction of animated characters to further enhance the mp3 personalities.
Characters suggested should created by Thomson. However, for special
events/premium we may consider Spider Man
o Gloss varnishing on the card

Design Changes
• Creation of Kids’ Mass-Tier positioning to enter into Kids market
• Retaining the RCA signature without the graphic panel
• Appropriate fun fonts reflecting the target audience and fun nature of the product
• Loud, colourful and vibrate colours
• Round blisterpack to differentiate from the current RCA adult mp3 players

Design Similarities
• RCA signature (without the graphic panel)
• Model number panel
12 • Preserve type usage for bullets and legal information
My First MP3

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My First MP3

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My First MP3 with characters

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Lyral Digital Media Player
Packaging Design

SMP 22.05.07
Lyra Brand: M51XXG

“Lyra by RCA” brand is relatively well known in the Canadian market but not in the US market.
Under the Lyra V brand, a new series of mp3 are being launched to take specialist market
segments such as Best Buy, target and Circuit City where RCA is not well positioned. Lyra
brand is to be positioned as a premium brand and adopt a Prem-Tier positioning outside of
the RCA brand.

Prem-Tier (Premium Value) Differentiation

• Consumers: They are PC savvy, average-income buyers experienced, discerned and
knowledgeable about their products.
• Product Picture: Simple lighting shot reinforces the linear quality and elegance of the
product form, resulting in extremely classy feel. The box sleeve features the sliding
motion of the product. This is key in communicating the compact size and retraction.
• Copy Communication: No bullet communication is needed on the front panels but
discrete bullets are featured on the front of the box.
• Graphic Panel: Positioned as Prem-Tier, RCA graphic panel isn’t featured.
• Overall Design:
o The packaging has two structural components: Slip case and the window carton.
Two slip case design options:
 Slip case A with two open sides. Sliding can be done on either sides
 Slip case B with closed top. Slide up/down

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Lyra Brand: M51XXG
o The box is predominately black to communicate the high-performance, technology
and premium look and feel.
o The picture featuring the sliding action is key in communicating the product size
retraction.
o The minimal clean type treatment, and matt varnishing further enhance the
“premium quality.
o Maintaining separate language frontal panels ensure easy bilingual adaptation to
the Canadian market. Design Changes
• Creation of two tiering segments: Mass-Tier and Prem-Tier to better clarify the product
positioning and “premium-ness”, and to leverage better pricing and customer segment.
• Slip case with window carton
• Discrete typographic
• No frontal copy communication on slip case, minimal bullets on the box
• Reliance on good photo lighting to communicate high end product quality and design
• Possible printing over foil/laser foil card /Matt lamination with Silver (metallic) hot-
stamping on Lyra logo

Design Similarities
• Black background
• Design simplicity
• Same size product pictures
• Same box dimension and signature carton window (wrap round)
• Model number panel
18 • Preserve type usage
Lyra Brand: M51XXG

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Lyra Brand: M51XXG

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Teens Wonder Packaging Design

SMP 22.05.07
Teens Wonder Design Rationale (2
options)
RCA Small Wonder is launching its first camcorder “TeensWonder” aim primarily at teenagers
(aged 14 – 22 years old). Leveraging on the EZ201 design but changing the cosmetics,
colours and simplifying the features to appeal to teenagers. Bundle with stick-on skin
vouchers, teenagers can personalize their camcorders their decorations. The Rights to
Believe (RTBs) are affordable camcorders with no installation, easy-to-use, ready to record,
easy sharing and personalizing their units. This is positioned as Mass-Tier within the RCA
brand.

Mass-Tier (Value) Differentiation

• Consumers: Teenagers (aged 14 to 22 years old) with full awareness of video sharing
(“Youtubers”)
• Product Picture: Full product view. What you see is what you get and full product
interactive tryouts.
• Copy Communication: Informal, punchy copy almost rebellious in tone highlighting the
main features.
• Graphic Panel: Panel is removed however the RCA and strapline is retained

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Teens Wonder Design Rationale (2
options)
• Overall Design:
o Shaped blisterpack with product showing through on the front and back) enabling
consumer-product interaction
o Bright, young and vibrant colours (yellow, lime green, oranges) that works for
both sexes and has strong shelf impact.
o Graphic decorative patterns to suggest the variety of skin customization
o Display fun faces with corporate font
o Product are clearly shown
o Gloss varnishing on the card

Design Changes
• Creation of teens’ Mass-Tier positioning to enter into young adult market
• Retaining the RCA signature without the graphic panel
• Appropriate streetwise fonts reflecting the target audience and nature of the product
• Loud, colourful and vibrate colours
• Shaped blisterpack to differentiate from the current RCA adult camcorders

Design Similarities
• RCA signature (without the graphic panel)
• Model number panel
• Preserve type usage for bullets and legal information

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Teens Wonder

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Teens Wonder

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Teens Wonder

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Sports Wonder Packaging Design

SMP 22.05.07
Sports Wonder Design Rationale

RCA Small Wonder is launching its first camcorder “SportsWonder” aim primarily at adults who
lead an active sporty, outdoor lifestyle. Leveraging on the success of EZ201 simplicity in
design, the SportsWonder is designed for the rough terrain and outdoor sports use. The
Rights to Believe (RTBs) are affordable camcorders with no installation, easy-to-use, ready to
record, easy sharing and tough!. This is positioned as Mass-Tier within the RCA brand.

Mass-Tier (Value) Differentiation

• Consumers: All ages. For those who pursue an active, sporty, outdoor life.
• Product Picture: Full product view. What you see is what you get and full product
interactive tryouts.
• Copy Communication: Descriptive copy under three key features: record, share and
save. Full feature descriptions on the back.
• Graphic Panel: RCA graphic is retained
• Overall Design:
o Box with product showing through on the front and back enabling consumer-
product interaction. Also included a semi-clamshell box design option.
o A collage of monochromatically toned sporty-outdoor lifestyle pictures to
communicate the product’s suitability in active lifestyles
o Fonts revert to corporate styling
o Product are clearly shown with full consumer-product engagement
o Gloss varnishing on the card
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Sports Wonder Design Rationale
Design Changes
• Lifestyle collage of sporting activities
• Appropriate streetwise fonts reflecting the target audience and nature of the product
• Clamshell closely conforms to product’s shape
• Shaped blisterpack to differentiate from the current RCA adult camcorders

Design Similarities
• RCA signature
• Model number panel
• Preserve type usage for bullets and legal information

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Sports Wonder

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Sports Wonder

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Sports Wonder

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