Creative Firm: Wallace Church, Inc. - New York, NY, USA
Creative Team: Stan Church - Creative Director; Marjorie Wood-Guthrie - Art Director (for Dell); Tom Davidson - Design Director (for Wallace Church)/Designer
Dell's Experience Design Group partnered with Wallace Church to launch its greenest consumer desktop PC-the Dell Studio Hybrid. Just like the actual product itself, Dell designed the Studio Hybrid packaging from scratch with the goals of sustainability, simplicity, and the complete customer experience in mind.
In its entirety, Dell's designers created Studio Hybrid's packaging to be curbside recyclable and made from 95% recyclable materials. The cushions, which are traditionally made from polystyrene, were replaced with HDPE cushions made from 100% recycled consumer plastic containers. To provide the best customer experience the packaging also includes logically organized contents as well as a convenient easy-to-open and carry handle.
To further reinforce Studio Hybrid's green story, Wallace Church created an organic, free-flowing graphic that interacts with the product photo to emphasize both the product's stylish and environmental benefits. The lower case "Studio Hybrid" logotype also reinforces the trendy, youthful aspects of the product.
Working with Dell's "Think, Choose, Change" messaging, Wallace Church developed eye-catching icons that help to inspire and influence the consumer's mindset.
Together, Dell and Wallace Church created the perfect package - a fresh structural and graphic design that reinforces Studio Hybrid's environmentally friendly message, has strong shelf impact and engages consumers on many levels.