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Dell Packaging Brand Strategy

Entrant

Competition: Spark:Package
Designer: Experience Design Group
Design Type:
Company / Organization / School: Dell Technologies, Experience Design Group
Website: www.dell.com/edg

The goal was to refresh Dell's packaging design to ensure it works across multiple product lines. The new design combines Dell's graphics with a clean, adaptable, and scalable approach. This strategy was applied to over 14 product types, from small IO products like mice and keyboards to large displays. The design features a unified graphic layout with the Dell logo, color scheme, and typography. Imagery is standardized across product lines, while iconography aligns with Dell’s new visual direction, ensuring consistency across digital and physical touchpoints for a seamless experience from purchase to unboxing. To meet business needs, logo placement and messaging were optimized to reduce complexity for IO products. The logo's size and positioning in the upper left corner were carefully tested across multiple packaging structures to streamline the unboxing experience. Sustainability is a key focus, with the design replacing plastic laminates with aqueous coatings and eliminating UV and foil finishes. The artwork uses less ink and supports efficient reviews with standardized color targets, while preserving Dell's strong brand identity. This updated approach enhances visual appeal, maintains consistency, and adapts to various product lines and market demands. It strengthens Dell’s brand presence and ensures a consistent unboxing experience for consumers.