The core market is 17-25 year-old young people who see themselves as stylish, trendy, sporty, active, modern, confident and tech-savvy. As packaging is, pre-purchase, the most tangible part of the product, we developed the concept of ‘serving boxed’. We made the website revolve around the box, positioning the box (symbolising the brand) in the centre of the virtual space we created through 3D, motion graphics, action scripting and sound production.