Meet the most rugged and capable Apple Watch ever. The ultimate sports watch specifically designed for unparalleled performance in extreme outdoor conditions, while still an Apple Watch at the core.

For a product with such ambition, the packaging required an approach that equally pushed boundaries. The goal was to reimagine the packaging for the consumer by drawing inspiration from adventurers, past and present. Three unique categories of sport—Alpine, Ocean and Trail—called for three comprehensive packaging systems. The experience needed to be authentic, aspirational, and informative to the audience.

Meeting Apple’s environmental standards was also essential to the brief and an equal consideration to design in the process.

And along with the packaging, the Apple Retail experience had to be a natural extension of the campaign to provide a seamless journey for our consumer.

The Apple Watch Ultra packaging system takes inspiration from high performance athletes, explorers, and the extreme conditions in which they thrive in. Technical illustrations gave a rugged, utilitarian feeling, while product photography and landscape imagery created a rich visual story that could inspire and resonate with the Apple Watch Ultra consumer.

The exterior wrap folds together to seal three individual items—the user guide, 49mm titanium case, and one of three specialized bands for Alpine, Ocean, or Trail conditions. Each band came with its own unique packaging system, celebrating the environment that defined its product story. Inside, the inner wrap and pamphlet cover seamlessly takes the consumer to the highest, lowest, and deepest points of California: Mount Whitney, Monterey Canyon, and Death Valley. The pamphlet details the unique hardware and software design innovations made for the titanium case, with further product details on the Alpine, Ocean and Trail bands.