Exhibiting an open, industrial feel, a fresh palette of mint-green hues, and custom lifestyle photography, packaging for Mondo System Inc.’s Mondo MINT digital music station was designed to convey a flexible, premium, high-fidelity product at an affordable price point.
“Mondo prides itself on developing products that easily, comfortably, and affordably integrate into consumers’ daily lives—a credo the company terms ‘Digital Democracy,’” says Mondo USA vice president of sales and marketing Ron Gillies.
Mondo, headquartered in Seoul, Korea, with U.S. offices in Santa Ana, CA, was created in 2005 to extend the usage of digital music systems such as the iPod, MP3, and satellite radio. The MINT stereo system, with the tagline “Fresh Digital Fidelity,” connects to a range of these digital music sources and includes several audio components, including two bookshelf speakers, a mini remote control, and a wireless dock, among others, for $349.
The challenge in launching the unknown product into the highly competitive U.S. consumer electronics market, notes Gillies, was to create packaging that would “resonate well in retail stores and on consumer e-commerce engines.” To craft the MINT concept and accompanying graphics and packaging, Mondo teamed up with strategic branding firm Miriello Grafico (www.miriellografico.com).
Resulting packaging consists of a corrugated box with a plastic handle that is printed overseas with matte finish and an aqueous coating. Inside, form-fitting, protective polystyrene inserts hold the main components, while a custom-designed, thermoformed inner tray accommodates five, labeled iPod adapters. A separate storage box holds cables, wires, and a multi-language manual.
