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The earBudeez Brand inspires a Korean Comic Strip

As a design agency, we are lucky enough to work with clients who trust us in delivering creative that fulfills their design criteria but also inspires them. Back in 2009, we assisted with Audiovox's "Mobility Expanded" rebranding effort. This earbud product line was focused on the tween demographic at a price point around $10-$15. Audiovox discovered that at this particular price, the packaging, colors and style drove the purchase decision versus overall performance for higher priced CE products.

After exploring competition we felt that one priority the earbud's category was missing was personality. We presented a variety of directions and made such an impression that the client ended up changing their marketing approach to a good-better-best scenario. This way they could incorporate 3 completely unique ideas instead of settling on one.

The direction Audiovox chose for the "Good" category was a creative direction inspired by a desire for individuality. Often what you wear is perceived to be an extension of who you are, especially at this age group. We thought it would be fun to give each of the 6 headphones a unique personality. By substituting their eyes for earbuds and positioning them in certain ways, we gave the product some life and created an impactful packaging and retail presence. Meet the crew...

Since the earBudeez have been produced, we have been lucky enough to receive recognition for our creative efforts in the following way:

PENTAWARDS 2009 (Gold Award)
Demorgen Magazine 2009 (Special Design Issue - Feature Article in Dutch Publication)
The Dieline Packaging Awards 2010 (Second Place - Electronics, Technology, Movies, CDs
American Graphic Design Awards 2010
Boxed and Labelled 2 Package Design (Gestalten Publications 2011)
Brand Package Guidebook (Korea 2011)
Artlab 38 (Milan, Italy 2011)

Strangely enough, when searching for our product online I realized that the earBudeez characters have taken on a life of their own. Apparently a korean electronics retailer, Smart-Berry, was inspired by the packaging design and decided to create a cartoon with the characters. I'm led to believe that in the following comic strip they are discussing how great the quality of the earBudeez product is. I'm not sure if all this was cleared by Audiovox but we'll take their imaginative marketing promotion as a compliment.

-Dean Kojima

Dean is an Art Director at JDA Inc, a graphic design firm that specializes in supporting companies' branding and retail efforts with a Unified Marketing approach. To learn more, click here.


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