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.
-
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.
The process
To develop packaging that shows AMD is at the top of their game, our graphic and product designers brainstormed together. With the goal of pushing boundaries and creating an impactful unboxing experience.
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.
-
----
----
----
----
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.
----
The story
AMD's story is that of a classic challenger brand. They rose through the ranks, defeated rivals and faced overwhelming challenges. We wanted to use this story in the packaging design and create the image of a mysterious hero rising from the darkness, ready to claim their throne.
hide
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.
hide
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 elevators the graphics card toward 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."
