One of many art direction projects for LUNATIK, I contributed heavily to MINIMAL's 2011 redesign of the LUNATIK packaging, moving forward from the early watch kit packaging we shipped right after our first Kickstarter project, to a more strategically planned approach. For this redesign, our focus was increasing familiarity with the Lunatik name, grabbing some retail shelf presence, and more than anything, showcasing the materials and workmanship of our products.
Consisting simply of a piece of die-cut EVA foam and a plastic sleeve, MINIMAL's packaging for LUNATIK's AnTik was based on my concept for a package that let the product speak for itself. Instead of printing, we worked with our supplier to press our copy and logos into the front face of the EVA, using the innate qualities of the material to create a visual that was new and unique.
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