News

An O3 Exclusive: A Brand Within a Box

Our web design company recently partnered with rock band Nomad Superhighway for a special job with a targeted goal. They needed us to create custom promotional packaging for their album that was going to have exclusive, limited distribution to Record Labels and Radio Stations. Our challenge was to ensure that the packaging had as much of an impact as their music. They came to us with a blank slate and creative freedom to develop this design around a logo and their music. Their only request was that it had to all be contained in a black box. The boxes would be created as a limited edition run; each containing media packaging with CD and DVD, Press Photo and Liner Notes with a Bio of the band.

We approached this project like a puzzle, drawing on our inner Martha Stewart throughout the process. Since the box was the container and base of the design, we had to create everything around its shape. We found unfinished cigar boxes through a distributer online and ordered 35 (five extra to factor in the possibility of error); we now had our dimensions to work within. Initially we had planned to coat the boxes in black and stencil the logo on the lid in silver but realized too much detail would be lost in the logo when doing so. Sacrificing the importance of the brand was something we were not willing to do so we drafted up an alternative idea; a thick bellyband or “cigar band” that would wrap around the lid of the box. This ended up being the idea that inspired, and led to the interior design aesthetic.

We used foam core to act as a placeholder for the CD Packaging and Liner Notes, photo corners to attach a press photo in the lid, blank recycled cardboard media case’s to hold the CD and DVD, and rolls of matching postal paper to cover the interior of the box. The postal paper would also double as the material used for the Lyric’s booklet and bellyband wrapped around the exterior lid since it could be cut into sheets of 11” x 17” and run through the office printer. With all these materials cut down to size we were ready to start constructing the boxes. All that was left was to silkscreen the logo and track titles on the blank media case. Again, there was much concern about the amount of detail that would be lost in the logo and the size of the text. Silk screening has it’s limitations at times; small type being one of them.

We had an Ace up our sleeve and it was called The Print Gocco. A nifty little machine imported from Japan that was created for home craft projects. Known for its ease of use and capability of rendering small details, I knew this little beast of a machine was able to handle the job. Since production of the machine halted in 2008, the materials needed to use the machine must be found online and often have to be ordered from Japan. We had enough supplies to complete the job but there was not much room for error.

A mini workshop was set up in our space for the construction of the boxes. Surrounded by glue, paper, scraps, coffee and music, one by one all the pieces were fitted together with careful precision. As one box dried, another was started. With all boxes completed the final touch was added, an authenticity seal underneath in the bottom corner, each with its own number. With every limitation, we found a solution and made the design better. We created a kick-ass one of a kind promotional package for Nomad Superhighway that embodied their brand, music and personalities. We then applied the design to the Band's online presence with MySpace, Twitter and Bandder as well as their new Website. And, they were psyched.

“Just wanted to again say what a great job your company is doing on this project. You guys really have captured and defined the brand and feel, and it is so on point. I must say i am very excited to be involved with your business, and i sincerely hope that we have a long and prosperous partnership."

Question is… Are you one of the lucky 30 to receive one?