Beats By Dre Personalized Packaging and Cases
Beats Electronics is a division of Apple which produces audio products. Headquartered in Culver City, California, the company was co-founded by rapper and hip hop producer Dr. Dre and Interscope-Geffen-A&M Records chairman Jimmy Iovine.
Primary Color was commissioned to produce customized sleeves for the Beats headphones product that champions of major international sporting events would receive. These major events include the Super Bowl in New York, World Cup Soccer finals in Brazil and Basketball championships in Europe. In addition to the sleeves, a case needed to be sourced and customized that would contain the beats product for players in the Super Bowl.
The challenge was to design and fabricate a sleeve that matches the existing branding with an added element of personalized luxury. We also had to source customized molds for the foam inserts to fit the case and the product.
To match the existing packaging we analyzed the current product and re-engineered the workflow and printing substrates so we could add personalization as well as the special finishing treatments. We used a scuff-free matte laminate that can accept the offline treatments such as: varnishes, coatings, laminates, foils and embossing. For the personalization we used our HP Indigo variable data press which also gives us a larger sheet size option. For the case, our structural engineer designed a mold to fit the pelican case and contents.
These customized headphones, packaged in a personalized box with luxurious visual treatments made this gift a highlight a world champion deserves.
At last years Super Bowl, all players of the Seattle Seahawks and Denver Broncos received the custom pelican case and inside were diamond-encrusted headphones courtesy of Beats By Dre and Graff Diamonds. According to Seattle offensive lineman Michael Bowie, the headphones are worth $25,000.00 each.