Who- Aliph, leader in personal communication accessories and Yves Béhar, founder of San Francisco-based design firm, fuseproject.
What- In 2006, Aliph introduced Jawbone, a sleek earpiece with NoiseAssassin technology. Jawbone’s latest rendition, the Icon, is available in six different ‘character’ shields with names like ‘hero’, ‘bombshell’ and ‘ace’.
Need- For the Icon line, the company heeded consumers’ call for sustainable products and adapted with new styles and materials, including the packaging. Their goal was to significantly reduce the amount of plastic and to use the most recyclable plastic. “Environmental responsibility is part of the equation, says Rahman. “That starts with how you lay out your circuits to how you show the product on the shelf at packaging.”
The challenge for Yves Béhar and his fuseproject design team: significantly reduce the amount of material used in the new Aliph Jawbone Icon pack while maintaining the brand image established by the original Jawbone packaging.
Materials- . Inspired by a medical syringe made from Eastman Eastar copolyester, fuseproject designers were able to achieve a near zero degree draft angle in the side walls of the new packaging by switching tfrom polycarbonate to Eastman’s Eastar™ copolyester. fuseproject designers achieved a 68 percent reduction in plastic as well as the 360º view of the earwear inside the museum-like pack that’s integral to the Jawbone consumer experience. Says Béhar: “In everything that we do – whether it’s the form and color of the shields or whether it’s the plastic we use – we try to use it in the smallest quantities possible but also in the most refined and purposeful ways possible.”
“When we decided to go away from polycarbonate, which has the advantage to be extremely clear, we worked closely with Eastman to use a material that would give us the clarity and also the capability of manufacturing the square design.”
Success- “We reduced our plastic footprint while maintaining a premium, quality feel,” says Rahman. “This was a challenge, and we're quite pleased to be able to deliver this level of clarity while really staying true to what the brand is all about.”