Featured image for Twist


by Theresa Christine Johnson on 07/28/2016 | 3 Minute Read

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Make no mistake—Twist is better than the ordinary light bulb. Communal Creative partnered with FORMA Structural Packaging to develop an amazing packaging system for Twist LEDs that combine high-quality, adjustable LED lighting and a wireless speaker into one seamless home experience

New York-based Communal Creative, Founded by Creative Director Jess Williams along with Partner and Art Director Rebecca Sloat, understood the importance of creating the unexpected journey for the consumer. The design focuses on strong purple color hues not typically seen in the tech space, as well as iconography and illustrations accented with UV inks. “Based on our backgrounds at Birchbox, we knew how important in-person experiences and connections are for the consumer. Being the first physical touch-point of the Twist brand, it was important for the packaging to showcase a high-quality, thoughtful experience while feeling exciting for the consumer.”

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With one motion, the dark purple sides pull apart and double in size, revealing a lighter purple interior. The connected house icon welcomes you to lift the interior flap, dramatically revealing the product nestled in a laser-cut foam insert. For an unexpected surprise, the reverse side of the packaging features a New York skyline illustration: “We loved the idea of bringing personality to the packaging through illustration…we wanted to incorporate a design element that represents the company’s roots.”

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Understanding that graphics alone can’t convey a hi-fi consumer experience, Communal partnered with FORMA to develop a memorable user experience. FORMA's real-time concept sketches developed during the kick-off meeting, synthesized Communal's direction to heroize the product into one solid structural design. FORMA provided collaborative refinement, material selection, structural engineering and white dummy samples to ensure fit and protection. As a partnership, it allowed both teams to make appropriate decisions, adjusting budgets and timelines for samples and revisions. Partnerships are vital to having an awesome end product, especially when you’re working through materials, colors and structural design options.

Like the hidden detail of the lit room in the NY skyline, Twist’s haptic unveiling process paired with visual details shines a light on creating moments of delight for the curious mind.

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Designed by: Communal Creative

Structural Design: FORMA Structural Packaging

Country: United States

City: New York, NY