Logitech UE Boom
Logitech bought the high-end earphone manufacturer Ultimate Ears in order to enter the audio market with an industry leading benchmark. Logitech came to our agency with the request of creating a line of packs for their new line earbuds and over-ear headphones. They wanted to show the amount of engineering that goes into the quality of sound and how they would compete against industry leaders like Beats.
Most of my inspiration came from the developments in biomimicry and the new forms and lines being created in fashion and architecture thanks to complex artificial intelligence and generative systems that created designs that no one intended. Therefore the influences I looked for had to have aspects that were both organic and highly technical.
An early version of the system was inspired by anechoic chambers and even the channels and passageways of the human ear. There were intentional no right angles. the objective was to create a sense of being alive.
Logitech eventually chose the direction that highlighted the industrial design of the headphones. They wanted something simple but evocative. The final solution was to do macro-zooms on the product and wrap the image around the box.
We didn’t want to complicate the purity of the pack design so we proposed putting all of the technical specifications and even introductory films as a QR code link that would activate an augmented reality experience.