A new product with a challenging deadline
Sympatico High Speed Unplugged is a nation-wide wireless broadband service which delivers a portable way for consumers to get online. This new product from Bell Sympatico needed a unique package design for retail outlets and direct sales channels.

The objectives of the project were threefold: create a package design that would stand out in a cluttered retail environment; communicate the value proposition of a new and innovative product; and redesign the way Bell Sympatico communicates with their customers through packaging.

Tight timelines
Bell Sympatico only had 3 months to complete the necessary research, put together go-to-market models, develop the product, and have all of the packaging designed and shipped prior to launch.

None of Sympatico’s current packaging was deemed suitable for this project, and no branding or identity had been put in place. As well, the competition was coming out with a similar offering so an accurate execution was critical. Industry Canada was also involved, making Mar. 31st 2006 as the mandatory launch date.

Design challenges and considerations
• The product was new so the benefits had to be communicated quickly.

• The “getting started” process in the user guide had 17 steps, and was over 30 pages overall.

• Traditional Bell packaging had a weak product area, value propositions were in small text that was hard to grasp quickly, clusters of lifestyle images added to the clutter without communicating value, and presentation areas on the side panels were filled with detail and legal copy.

Both structural and design innovation were needed to make this packaging work
• The packaging was clean and clearly communicated the value proposition of “Internet You Can Take With You.”

• The brand and product name were put into one logo configuration. Only one clear brand image was used to illustrate the product’s lifestyle and suggested use. Benefits, legal copy, and other fine print were placed inside a front flap.

• The four value propositions were reduced to 1 word each, and placed in large text on all 4 sides of the box. The package is stacked on a shelf beside competing products, and is designed to convey value from any angle.

• A Quickstart Guide reduced the “get started” process from 17 steps down to 3. As well, coverage maps were created to educate the user on where unplugged was available.

Meeting the timeline challenge
BigCity’s go-ahead occurred only 60 days before launch. A creative director worked directly with the marketing team. The creative team produced over 30 design mockups that both pushed the envelope and fell within Bell brand guidelines within 2 weeks time, and arranged for 3 final mockups to be reviewed by focus groups as scheduled by the Unplugged team.

As well, the final package design, a coverage map brochure, quickstart guide, and user guide covers were all completed and ready for production on the target date. BigCity supported the marketing team as they began to share all the designs with the key stakeholders. This included outside business units, the merchandising team, the marketing communications team, and the channel teams.

Outcome
The methodology and architecture of this project is now the design standard for Sympatico’s retail products, and has changed the way the company communicates with its' customers through packaging.

About the Author: Tim Robertson RGD represents several of Canada's most distinguished design firms. With over 20 years experience in branding and packaging design, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards.