The products that deliver this service are brought to the home by an installation engineer. The brief was fairly open but we set ourselves the objective to try and reduce as much of the packaging as possible compared to the existing product. Another challenge was creating the innovative die cut cradle in the packaging that allowed us to dispense with the need for an inner carton to hold the products in place.

To create packaging that visually fitted with the Korea Telecom (kt) product identity to ensure it remained visually consistent with the physical products and kt's ‘olleh’ brand.

We accompanied kt's installation engineers as they fitted the products in customers' homes. Having run cables to the relevant products it was noticeable the engineers finished leaving a number of boxes, wires and cables. This made us question how we could improve and re-use the redundant packaging.

Once the packaging safely delivers the products, it can be reused as a device to help manage cables by turning the packaging inside out. To reduce waste, all the packaging structural elements were created using a single piece of die-cut card rather than the industry standard of an inner carton and outer packaging.

These products are not purchased but come as part of a service agreement so we have no sales figures. From research the overall product identity that we created (of which this packaging is part of) shows that 48% of consumers are more likely to subscribe to their service because of the identity. From a survey of their customers they found that 40% actually re-use the packaging as a cable management system and it was one of the most commented on features of the new products.