Hybrid Design’s modular packaging system for Sonos Accessories champions simplicity and tactility
Working closely with Sonos’ Art Director Ben Blanchard and Director of Packaging Experience Michelle Enright, San Francisco-based studio Hybrid Design’s graphic system for the audio manufacturer’s accessories line flourishes in its own right, while at the same time, adheres seamlessly to its wider brand universe. Their solution feels familiar as a result, yet stands apart thanks to a bespoke set of simplified illustrations and a distinctive paper choice.
“The goal of this project was to take all the best parts of the Sonos ID and simplify the elements enough to be used across a variety of current products,” Creative Director Brett Newman tells us, “as well as providing solutions for future product and accessory developments,” he recalls – noting the immense scale of their product offerings and the challenges they offered. “Utilising the adaptive grid and building out the visual language that could scale as needed was vital in extending the system,” Newman adds.
The primary distinction introduced by Hybrid Design is the characterful use of Kraft paper, which provides tactility while maintaining both a satisfying consistency and, importantly, mass recyclability. “Sonos' decision to use a Kraft material in the packaging was made for the larger packaging system,” Newman explains, “and was used all the way down into the smallest accessories.” Quoting the Sonos Packaging Experience team, Newman adds, “our goal was to create a paper that looked and felt premium but that had a more circular lifecycle,” achieving as much through their very own FSC-certified Sonos Custom Kraft; a premium recyclable stock that provides a clean, crisp printing surface for white and black inks.
Sonos Custom Kraft