AMD Threadripper 2.0
The challenge
PC gaming is not only highly competitive for gamers, but also for the companies operating within this industry. The launch of AMD's Navi 3X is therefore a significant moment for the company: they are challenging their biggest competitor Nvidia on performance, image quality, and efficiency.
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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.
Our approach
To create packaging that showcases AMD’s top position, our graphic and product designers joined forces. Their goal was to push boundaries and to create an impactful unboxing experience, both in a structural and graphic way.
Het proces
Om een verpakking te ontwikkelen die laat zien dat AMD aan de top van hun game staat, hebben onze grafische- en productontwerpers samen gebrainstormd. Met het doel om grenzen te verleggen en een impactvolle unboxing-experience te creeëren.
AMD’s background
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.
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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.
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Het verhaal
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.
verbergen
Therefore the graphics card is placed in a dramatic theme: Rising from the darkness. The details are emphasized, such as the touch of red on the cooling system, the LED lighting, and the silhouettes of the product.
Finishes, like spot UV and dark metallic silver foil, are the final touch of elegance.
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Not an ordinary box
For the structural packaging, the theme of "rising from the darkness" was developed even further. When the lid of the box is opened, it activates a mechanism in the bottom of the packaging, that lifts the graphics card towards the user.
Structural
This movement happens seamlessly, creating the illusion that the card comes to life and presents itself: Ready for action!
The result
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.”
