QUICKBOOKS HOLISTIC REDESIGN
Physical packaging for a cloud-based product
Client: Intuit
Agency: Product Ventures
Role: Creative Director
Services: Brand Strategy, Package Design & Print Production
Intuit wanted to overhaul their Quickbooks packaging to align with the new brand refresh to secure more in store placement for their new cloud-based software. The packaging needed to influence customer behavior to shift from desktop-based products to cloud-based products. To differentiate the offerings and to encourage sales, a custom structural design was explored for the cloud-based option, while the desktop-based option was sold in its current form. The cloud-based packaging, essentially just “packaging” a download code, needed to educate the consumer on the differences of their sofware.
A range of holistic concepts were created for retail environments, with the packaging graphics extending to specific e-tail images. An audit was conducted within the software space to identify how QuickBooks could stand out on shelf and differentiate from competitors. Concepts were tested with consumers and the winning design was extended to over 30 SKUs and sent into production.
Once the structural packaging was defined, the graphics were refined year over year to both address consumer feedback as well as the rapidly changing retail experience for purchasing software.
