B&O PLAY by Bang & Olufsen was created to bring beautiful sound into everyday life. With a range of portable products designed for life on the move, the brand needed packaging that could match its expressive spirit — immediate, emotional, and unmistakably premium.

Our task was to create a new packaging concept that would elevate B&O PLAY’s lifestyle positioning and support its brand purpose: Make Beautiful Music. In a category dominated by technical feature lists and utilitarian design, we set out to break the silence by turning up the emotion and creating a visual language that awakens the senses.

The packaging strategy embraces a principle we called “amplified simplicity.” A sensorial design approach that builds anticipation and shapes a seamless journey from shelf to sound. Each box becomes a stage and a tactile invitation to engage. Instead of overwhelming the user with specs and selling points, the design slows the moment down, helping people connect with the product before it’s even unwrapped.

Drawing on Nordic design codes and the expressive DNA of B&O PLAY, we built a system that balances clarity, emotion, and craft. Clean layouts, rich textures, and thoughtful composition invite exploration. It’s a packaging experience that feels personal, intentional, and elevated — just like the products inside.

Deliverables
• Packaging Design Strategy
• Visual Expression System
• Sensorial Design Principles
• Art Direction & Brand World
• Unboxing Experience

By transforming the role of packaging from protector to emotion builder, B&O PLAY’s new design sets the tone for everything that follows—making the act of listening feel as beautiful as the sound itself.

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