Beats by Dre
Ammunition's partnership with Beats rewrote the high-performance headphone category. During this time we were integrated into the Beats company, serving as both design team and liaison with overseas manufacturing facilities. The packaging portfolio was defined around premium materials, a curated out-of-box-experience, and extreme attention to detail. As the product portfolio grew, so did the packaging segments and design language for over-ear headphones, in-ear headphones, speakers, and accessories.
Role
Structural packaging designer
Year
2013 - 2014

Beats
Portfolio
The Powerbeats packaging represented a big change in the packaging design language. This was the first time a product was visible in-pack behind a clear window. To maintain the premium nature of the Beats brand, a 2mm thick polycarbonate lid sat inside a wrapped rigid board exterior box. A unique custom tear strip design with 2-sided adhesive served as both the box seal and tab to lift the lid open.
Details
One challenge posed with clear front packaging is ensuring the product stays in it's proper placement when on-peg at retail. Several different components were designed and tested behind the pulp tray to keep the earphones in place while still maintaining a premium out-of-box-experience.