The RDNA 3 family is the absolute pinnacle of AMD's graphics cards. REGGS designed the packaging for the previous RDNA 2 series, and now we have tried to top ourselves with a new unboxing experience for the RDNA 3 family.
AMD has a long history in developing graphics cards. They always had strong competition from other brands. With the Navi 3X series AMD released a game-changing product. We wanted to use this story in the packaging design and create an image of a mysterious hero emerging from the darkness, ready to claim their throne.
The graphic theme
Inspired by luxury car and watch advertisements we wanted that the packaging focuses on the product without immediately revealing the graphics card.
Het verhaal van AMD is dat van een klassiek challenger-merk. Ze stegen op door de rangen, versloegen rivalen en stonden voor overweldigende uitdagingen. We wilden dit verhaal gebruiken in het ontwerp van de verpakking en het beeld creëren van een mysterieuze held die opkomt uit de duisternis, klaar om hun troon op te eisen.
Finishes, like spot UV and dark metallic silver foil, are the final touch of elegance.
This movement happens seamlessly, creating the illusion that the card comes to life and presents itself: Ready for action!
The result showcases AMD’s constant drive for innovation. A packaging that not only serves for transport and protection but also adds a new experience to the unboxing process. Once opened, the packaging takes on the role of a pedestal with the graphics card at the center.
Online, the community even refers to the launch as the “Nvidia Killer.”