Twist Packaging
Twist is a smart LED light bulb that combines adjustable lighting with high-quality audio, via a built-in AirPlay speaker. We worked with the brand to create a packaging system that matched the elegance in experience, utilizing bright colors, personality-filled illustrations, and a unique structure to create an ownable product unveiling moment.
The packaging was born from a desire for high-quality design and memorable presence, similar to the product itself. Each box, built across a set of three configurations, doubles in size when opened, creating a unique product display. We chose materials that embody quality to match the product—paper with a soft touch finish for a smooth, velvety hand-feel, and spot varnish moments to create extra emphasis on the brand’s logo and illustrative moments. Twist’s brand colors are unique for the tech space and ultra-saturated in hue, so we let the palette really speak for itself with the packaging.
Early sketches and concepts were created with Forma, our structural design partner on the project—we worked closely with their team to ideate the unveiling and emphasize the quality in product. We knew we wanted the packaging to highlight the product, and creating a grand unveiling was key to doing so. After the structure was prototyped, we moved into design, focusing on the reveal moments that came with sliding the box open, as well as lifting the flap to reveal the bulb. We emphasized contrast—through color and material choices, from finishes to the foam—to allow the bright white bulb to really pop when the consumer sees it.
We know that a strong in-person experience shapes a consumer’s view of a brand and product, and no detail was forgotten with Twist. The response to the packaging has been extremely positive for both the brand and consumers—the delight in opening was at the forefront when we were designing, and it’s great to see the joy translate to others experiencing the packaging.
