The packaging led everything. The product name, the tagline, the top features, their priority order, the main value props—they were literally printed on a cardboard box that we constantly held, looked at, tweaked, revised. The physical limitations of the box forced us to zero in on exactly what we wanted people to understand first, second, third. To fit the tiny space, the creative team crafted crisp descriptions that we could later use in our videos, our advertising, on our website, and in interviews with press.
