project profile | Pioneer Electronics
Pioneer, a leader in consumer electronics, recognized that they needed to reinvigorate the package design for what would be the 8th generation of recordable DVD drives. Our research indicated that the increasingly lower price points of these devices, combined with abundance of competition, required re-defining their consumer.
The package was originally designed to appeal to a tech-savvy consumer, but the general consumer (women in particular), because of their interest in preserving precious family memories, was interested in a less intimidating product. The design solution introduced consumer-friendly lifestyle imagery, “jargon-free” language and easy installation instructions on the back panel. The final package prioritized the Pioneer brand and end-use benefits without compromising the technical sophistication of the product. The new package revitalized retailer interest and product sell-thru.
