When Technology Becomes a Brand Touchpoint
Client • Vodafone
Year • 2022
Role • Designer
Scope • Brand Development, Packaging Design
Project
As part of a cross-functional design team, Vodafone Europe developed a new, more emotional brand language translating product characteristics into expressive verbal and visual cues. This project focused on translating that shared brand language into premium, production-ready product packaging with a considered unboxing experience.
Role & Ownership
I contributed to the exploration and development of the new brand language as part of the design team. My individual ownership began at the application level, where I was fully responsible for translating the system into packaging design, unboxing logic, and Europe-wide print production.
Challange
The challenge was to communicate stronger emotional value within a technical product category while keeping the customer journey fast, clear, and intuitive. Packaging needed to create fascination at first contact without slowing down setup or comprehension.
Strategic Approach
Rather than explaining technical performance, product attributes were expressed through typography, rhythm, and visual emphasis to create immediate emotional associations. Packaging was treated as a brand experience and operational system, balancing impact, clarity, and manufacturability.
Execution
Design concepts were developed through sketching and finalized in Adobe Illustrator with a strong focus on scalability and production constraints. I prepared all print-ready files, cutter guides, and inlays, managing approvals and daily coordination with European manufacturing partners.
Unboxing Experience
The unboxing experience was designed as the first physical touchpoint with the product, making it essential to deliver clarity, confidence, and perceived quality immediately. Information architecture was carefully sequenced to guide users step by step without friction.
Material selection played a central role, as tactile cues strongly influence perceived value. Precision in print production and folding was critical, since minor deviations can subconsciously raise doubts about product quality.
I oversaw global print approvals to ensure consistent execution and adherence to quality standards across regions.
Impact & Outcome
The project enabled a consistent and emotionally differentiated packaging system across multiple Vodafone product lines in Europe. It strengthened perceived product value while ensuring reliable large-scale production.
Learnings
Collaborative brand systems require clear ownership at the application level to succeed at scale. Strong packaging design emerges when emotional storytelling, user experience, and precise print production are treated as one integrated discipline.