B&O Play
How can we anticipate beautiful music and hear the sound before pressing play?
With Millennials looking to uncover new ideas and individual experiences, B&O Play – the fast-growing younger sibling of iconic global electronics brand Bang & Olufsen – wanted to redesign its product-centric packaging to better tap into the fluid and mobile lifestyles of this audience and promote the portability of sound.
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Unpacking the experience of music – to go from looking at silence on a shelf of products to truly seeing the sound – formed our strategic creative idea to anticipate the music before pressing play and produce a ‘goosebump’ moment.
We drew inspiration from the premium and tactile world of magazines and print – one that delivers aspirational and inspiring stories of place, space, aesthetics and emotion – to design a narrative approach that uses packaging to tell the stories of B&O PLAY’s headphones and speakers. In a way evocative of a revolving annual, the narrative design style can change periodically to align and reflect contemporary culture and its consumers’ lifestyles. B&O Play is harmonising sound and vision to play to the ever-changing needs of an expressive and curious generation living for exciting, moment-led experiences.
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