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Xbox box has 'game'

The graphics design for the much anticipated mid-November debut of Microsoft’s Xbox game console strikes a balance for hard-core gamers and mainstream consumers.

Pw 16688 Xbox

After soliciting concepts from several firms, Redmond, WA-based Microsoft awarded the design work for the box to SBI and Company (Salt Lake City, UT).

“SBI’s designs most accurately capture the performance and power of the Xbox video game system,” notes Don Coyner, Microsoft’s director of brand marketing.

The E-flute corrugated container’s outer 12-pt SBS liner is offset-printed in six colors plus two coats of UV varnish. That’s done by printers in the United States and Europe.

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