为OnePlus 构建品牌印记

重塑品牌包装体验
 
自2013 年成立以来，OnePlus 一加已经成长为全球前四的高端智能手机品牌，品牌及产品获得了来自《时代周刊》、《福布斯》、《华尔街日报》等国际主流媒体的高度评价。
 
2018年，OnePlus更新产品体系：从工业设计(ID)至产品用户体验(UED)的各个环节。与此同时，OnePlus 一加 希望强化品牌、产品与用户之间的无缝连接，构建令人心动的品牌体验。而包装是消费者最直接的品牌体验，也是最重要的品牌体验：打开OnePlus包装，犹如开启一个心动的世界。
 
OnePlus一加与2M2Art Directiion Co., 舒曼设计深圳团队取得了联系。
 
2M2 Design launched a user experience-oriented packaging design for OnePlus, an innovated and user focusing smartphone company. This is a part of the OnePlus brand identity update from 2018.

基于OnePlus的品牌特质：Never Settle，及”挑战者”突破与叛逆的特质蕴含，2M2Art Directiion Co., 舒曼设计亟需构建出OnePlus一加手机与别不同的包装完整体验。
 
A good tangible experience can easily link the brand with customers. The brief aims to enhance the connection between the packaging of the OnePlus product and the re-branding system while the presentation should capture the essence of the OnePlus, a pioneer, never settle.

我们从品牌及产品体验研究开始：研究了OnePlus一加及其他全球知名产品的包装设计及体验，从开启包装的瞬间到接下来的各个环节，品牌方对各个细节的的体验设定，以及用户的核心关注点，洞察用户体验精髓。并希望将OnePlus一加品牌的独特基因融入包装设计中。
 
2M2 team brings out the idea of an experience leading packaging. Collaborating with the UX design team, we followed a research-led process, we studied a variety of packaging designs and built up several prototypes.

OnePlus 设计语言的系统性构建反映在各个细部，字体的选择亦是其中的重要环节之一。
 
We found out that the best packaging experience is a minimal and compact interior with intelligent design, less is more.

同时，我们对OnePlus的产品包装比例及结构设计进行了优化，为产品及各个配件设定了精准的空间位置区域、流程及体验设定。化腐朽为神奇，令打开包装的体验过程变得充满期待及惊喜。
 
Based on our research, we took care of the interior of this cuboid.

与此同时，2M2Art Directiion Co., 为 OnePlus 绘制了妙趣横生的插图故事系列，希望用户在打开产品包装时，有种突如其来的惊喜。
 
A clean and minimal base is only a good beginning. We set inside of the packaging as a flexible canvas for use in different illustrations in special editions.

2M2Art Directiion Co., 为OnePlus 一加提供了三个不同的产品包装用户体验解决方案：突破，创新及顛覆性的设计，并将之应用至OnePlus与全球著名跑车品牌迈凯伦(McLaren)的联名款产品，为OnePlus一加构建完整一致的品牌及包装体验。
 
In this project, we did not only designed a visually pleasurable experience, yet we also designed a tangible experience for both ends, one who puts the product in, one who takes it out. Eye-catching visual is not the only and the most important tool for designers. We can feel things.

____
ONEPLUS

Client _ ONEPLUS
Service _ User Research / Design Language / Package Design
Design At _ 2M2 ART DIRECTION
Art Direction _ Michael Wang
Strategy _ LingYuan Wang / Ning Hu
Design Director _ Wu Ke
Structural Design _ Michael Wang / YiShan Chen
Graphic Design _ Wu Ke / YiSan Chen
Illustration _ YiSan Chen / Yvonne Tao.
Account Manager _ YiShan Chen
Photography © Qiu Yang / OnePlus
Motion Graphic _ JingFeng Cai

2018-2019