Small and perfectly formed

The ongoing transformation of the humble pager from a tool of the overall-clad worker to a fashion accessory for teenagers prompted Philips to design a new range of pagers and commission The Creative Leap to tackle the global packaging for them.

In countries like Singapore every child over the age of 12 carries a pager. They are also popular in other parts of the Far East and markets such as the US where the ‘caller pays’ aspect pleases parents none too keen to equip their offspring with mobile phones.

As well as appealing to the crowded, mature markets elsewhere in the world, the packaging also had to work where pagers are a more luxury purchase, such as the UK and many parts of Europe.

The packaging solution is built around the compact shape of the pagers – designed by Philips’ in-house team with external design consultant Matthew Wright.

One pack accommodates all seven models. This avoids the need for multiple language outer packs by having a window in the packaging which shows the back page of the language-specific user manual contained inside the plastic clam shell.

The pagers are protected and displayed in Zotefoam inserts that can be retained by the user to keep the pager protected in potentially damaging environments – such as a handbag! The whole pack goes inside a card sleeve.

For the graphics, the product proposition – the smallest, lightest and most individual pagers in their class – is interpreted via a hummingbird icon rendered in Pop Art style by illustrator Andy Brown.

Already launched in France, the pagers go on-shelf in the UK over the next few weeks.

Design: The Creative Leap

Client: Philips Personal Communications

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