The current landscape of consumer-facing hard drives are somewhat bleak – blacks and blues that disappear into each other on the shelf. To celebrate Western Digital’s new design language, we redesigned the packaging to create a category breaking design that provokes an emotional connection, expresses the new brand positioning “we’re for more” and delivers an extensible visual design system for ultimate flexibility in global markets.
The products were photographed in a dramatic perspective and paired with fresh pop colors to differentiate each category and create prominent shelf blocking. The brighter colors help with clear differentiation, both for WD as a brand, as well as within their product hierarchy. An inner sleeve was also designed with a simple line drawing of the of the product, which leaves room for localization and graphic variation without obstructing the outer imagery. The striking color separation breaks the top and bottom of the pack, emphasizing the new split product design. With a design split in two parts we expressed the tension between a personal and tactile object, and the seriousness of quality storage technology. The base is a beautiful, textured foundation while the top expresses a clean and minimal surface. This new design approach is representing physically, functionally and metaphorically the ideas in which the brand lives.