For the 2017 launch of Made by Google hardware products, we introduced a brand new identity and packaging system. This design system links a family of products together, both hero products and accompanying accessory products. The challenge required a design solution that is flexible and scalable across a variety of premium hardware products at Google.
Our goal was to develop a brand visual language that both upholds our brand values and celebrates the industrial design of our new hardware products. We deliberately chose to focus on simplicity and minimalism, defining a style that highlights the product design and promotes brand recognition.
In an effort to develop this new cohesive system, we introduced a new and unique product photography style. With this new style, the products are highlighted through bright and direct lighting, creating distinctive cast shadows. Our hero product packaging is identified with a horizontal band reflecting a tint of the product color. Throughout all of our packaging, our imagery is shown with dynamic angles that highlights and focuses on key product features. The end result is a packaging design system that is thoughtfully designed and encompasses three of our main packaging design pillars: flexible, distinct, and scalable.
