When EYL came to us, they were preparing to enter the retail market. There were a few things the packaging needed to achieve.
One of them was clear:
Get noticed, catch attention, be remembered.
But before designing anything, we wanted to understand the environment the pack would have to compete in.
The challenge
For a new entrant, shelf visibility matters. The pack has only a moment to get someone to notice it among several competing products. EYL was considering red as a direction. It made sense. Red is familiar, highly visible and naturally draws attention, particularly in an electronics category.
So the question wasn't whether red could get attention. It could. The question was, would it make EYL distinctive?
Looking at the category
We stepped back and looked at the category. What we saw was a consistent visual language. Vibrant colours, bold graphics, feature callouts, high contrast, large product visuals. Everyone was trying to win that first glance. Which meant that simply adding more visual impact wasn't necessarily going to create more distinction.
Finding the gap
This became the turning point. Instead of asking, "How do we make EYL stand out more?" We asked: "How can EYL stand out differently?" That led us away from adding more and towards taking away. We reduced the visual noise, created a clearer hierarchy and gave the product more breathing room. The intention wasn't minimalism for the sake of looking minimal. It was about creating a visual identity that could be recognised quickly within a busy retail environment.
Looking closer at the product
Once the visual language became simpler, another opportunity became more obvious. The product itself was already telling us something. Type-C to Type-C. On a technical specification sheet, that's simply information. But on packaging, information can also become communication.
So we asked:
Could "Type-C" become more than a product descriptor?
Turning information into personality
That's where the idea came from, "I'm your type-C." A technical product description became a line with personality. It tells you what the product is. But it also gives the product a voice. That small shift made the packaging more relatable without compromising the clarity of the product information.
The design decision and idea
The final direction brought these thoughts together: Less visual noise, clearer communication, more recognisable identity and persona. The pack didn't need to compete by being the loudest thing on the shelf. It needed to be distinct enough to make someone stop. For us, the success of the concept wasn't simply creating packaging that looked different. It was finding a way for a functional product to introduce itself in a way people could understand and remember. Because retail packaging has two jobs. First, get noticed. Then, give people a reason to remember you.
For EYL, we tried to solve both with one simple idea. "I'm your type-C." Same cable. A different way to introduce it.