Premium speakers need quality packaging

Dynaudio, a producer of high-end speakers, had been packaging, distributing, and selling its products in shops in brown cardboard boxes for some time. The launch of a new speaker range provided an ideal occasion to invest in packaging that reflects the brand promise and create some buzz for customers

Challenge

Dynaudio contacted DS Smith with a request to optimise its primary packaging and increase its in-store exposure to support the shopper marketing of a new line of speakers without sacrificing the protective element of packaging.

Our approach

After an initial discussion, in which requests, needs, and ideas were exchanged and which in many cases saw DS Smith challenging Dynaudio's original requests, DS Smith put its thinking cap on and developed a solution that was later brought to fruition. In general, the packaging needed to reflect the high quality of the speakers and increase their exposure in shops. In addition, the packaging needed to be protective enough to ensure the speakers reached the end user free of damage.

The solution turned out to be graphically attractive and eye-catching packaging, with detailed printing that speaks of quality. The packaging was developed by ”cutting corners”, breaking simply and effectively with the form of the conventional folding box and giving the packaging a dynamic appearance that can help create an in-store environment.

It was developed using 3mm and 2 mm double corrugated board, which together with polystyrene or foam makes it extremely robust. As a result, Dynaudio can now reassure its end users the speakers will reach them free of damage. During the development process we were also able to reduce the quantities of the materials used without jeopardising quality or strength. For Dynaudio, this will translate into reduced packing, warehouse management and shipping costs.

Results

• Visually appealing packaging that promises quality
• Eye-catching graphics and intelligent design that increase exposure in shops
• Robust packaging ensuring that end users receive their speakers free of damage
• Packaging that easily travels and that is easy to pack in the packing process
• Corrugated board quality that reduce logistic costs

When the solution was unveiled to us, we were really pleasantly surprised by DS Smith's ability to think outside the box, to inspire and to be innovative. We are confident that the new packaging will make Dynaudio products even more visible in shops and that it will help deliver them to our customers free of damage.

— Linda Zedlitz Refsgaard, Technical Assistant, Dynaudio A/S