Porsche China wanted to develop a VIP Roadside Care package for owners of their new Hybrid Supercar, the 918 Spyder. Their aim was that “when opening the package, the customer should know they are cared for and receive a welcoming surprise.”
Taking cues from grooming products, airlines, spas, hotels, resorts, and luxury department stores, the design team at Swedbrand Ltd. aimed to define the type of experience Porsche’s customers would enjoy and expect from a care package. Next, the team focused on luxury packaging cues, like interaction, sound, accessibility, feel, closure, heritage, anticipation, finishing, and quality. These cues were then translated into material, finishing, structural, and graphic design concepts.
Porsche’s limited-edition, handmade paper bag and rigid gift box set coincided with the launch of the limited-edition 918 Spyder—a truly exclusive vehicle. And now, according to Porsche, when the owner receives a limited-edition VIP Roadside Care package, they will feel just as exclusive as their new 918 Spyder.
Says Jing Zhou, Supervisor After Sales Marketing for Porsche, “We are targeting the 918 Spyder owners, a special group that owns the most unique and most high-end model of Porsche. Their expectations are pretty high toward the brand. We needed to understand how to make them perceive Porsche customer care as special and unique as their cars. Swedbrand succeeded well in creating a premium and unique gift package that perfectly fits into the brand image and exceeds our expectations.”