Core77 2014 Design Awards

Anki Drive

1. The Nutshell: In plain language, tell us what your project is, what it does, and what it’s comprised of.

It is an all rigid, telescoping package for an artificial intelligence racing toy. It combines exceptional shelf appeal, a powerful reveal on opening, while providing a functional storage case for the product it houses.

2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?

Anki Drive, takes the remote control toy experience to a new level of interactivity for the gamer. Our packaging needed to embody that excitement and house all the product elements, including a 100” x 43” vinyl course mat.

The result was the largest rigid box the Uneka team has ever made, with sleek perspective lines and beveled edges evoking speed outside and in. The lustrous black finish coated with a protective film ensures this breakthrough toy arrives in pristine condition and continues looking great after intense play. The circuit-printed vinyl mat is wound around a spindle, with custom injection-molded end caps to hold it in place. The custom tooled, plastic trays display all the pieces upon opening for easy assembly and an unboxing experience as exciting and appealing as the toy itself.

3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?

We made a 47" rigid box with two, PS designed lid and base trays to hold and protect the products. Not only did we create a rigid box, we added an aggressive form to the shape of the rigid box that related to the speed and intensity of the product.

4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable)

We worked very closely with all parties involved with the project in order to maximize our efforts to get the very best package. Every material and use case experience was considered throughout this design process. Before we ended up with a all rigid packaging, the initial idea was to make the package out of corrugated e flute with a hinging lid which was problematic, creating gaps in the folded package. After the conceptual design and a physical package was complete, we performed extensive testing that included; drop testing and vibration testing so that the package would arrive to the retailer and consumer in pristine condition.

5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)

This particular package has a very dynamic look and creates an amazing self presence. Being that this was the first product that Anki launched, we were able to set a high standard for their brand and a high expectation for the consumer. We were able to push the manufacturing capabilities in this project and further the future of structural packaging design.