How do you create strong, impactful global packaging for the world’s biggest telecommunication company when each of it’s 22 markets worldwide are allowed to create their own versions?

We felt it was vital that in an overcrowded environment each pack should communicate the unique benefit of each product in a a striking, non-verbal way. We stripped away clutter, complex information and graphics and showcased the unique attributes of each product through creative metaphors that contrasted and interacted with the technology (busy bees for business wi-fi, sociable shoals of fish for social media specific phones and feathers for protection are just a few examples. The result was an impactful packaging range that was embraced around the world.

Of the 22 countries, all have adopted the new style, downloaded from a central resource, which means at least 7m packages in the new style are distributed from much more centralised resource.

The travel, labour and space costs alone are enormous, with Vodafone streamlining global production to become a much more energy efficient, and environmentally friendly operation. However, the real impact is on the shelves – a new level of global consistency and bold, clever packaging.