Standing out in the competitive world of technology and consumer CPUs is not easy. Our challenge was to support AMD's breakthrough with a game-changing new product: Ryzen Threadripper, the most powerful consumer CPU ever introduced. And so should the packaging. The brief was not your typical "help us look more premium." The ambition? To create a world-class experience for designers and gamers.
We aimed for a stunning unboxing experience and developed a powerful and cinematic design platform. We purposefully broke category codes, with different unboxing layers, a revolutionary 3D shape and a unique choice of materials.
The design language for every step, from tearing the case to unlocking the product, promises epic power and futuristic specifications. Thus, we not only made better packaging, but designed a whole new horizon for CPU retail packaging.
Rewriting the rules
Hype around brand and product functionality is pretty normal in the tech industry, but with Ryzen Threadripper, the hype quickly translated to packaging. Before the launch, AMD attracted a lot of media attention, describing design as "very sexy," "slick," "uniquely designed," "appropriately massive," "awesome" and ... "drool-worthy". The rules of the game have definitely been rewritten.