With the vast amount of possibilities of how the product can look, means that in general, a more graphic and industrial approach was chosen over product photography.

The minimal matte black TMA headphones share the name with the black monoliths of 2001: A Space Odyssey. Using this shape, which turned 90°, also is represented in the hyphen from TMA-2. Quite fittingly, the hyphen is a symbol of connecting parts, words - and in ancient Greek, means together.

Consequently a minimal, yet playful, visual grid and pattern was applied on the box and the product part bags, resulting in a typographic concept that includes variations and the ability to evolve.

The standard top box for webshop orders, has the modular grid embossed and screenprinted logo/text. It connects with a lower box part and contains the four bags with parts.

While the ‘presets’ - special top boxes that show a predefined model - and display information specific to the headphone, and are used mainly for retailers. This lid also connects with the standard generic lower box.

All boxes are held together using plastic pegs on the sides of the lower box, that also function as a lock system, where you push two buttons on the sides simultaneously, to unlock the top lid.

The recyclable aluminium bags display the different part categories on the front, while stickers show the precise details/stats of the individual part on the back. The stickers have no set placement, and are placed on the grid in different positions.

Numerous graphic design media/blogs, as well as customers on social media, have reviewed, showcased or praised the design.

Some have gone as far as saying they wanted to buy it, just for the packaging. Which off course is an overstatement, but also shows that the packaging is important - and can be a deciding factor - in the buying process. And ads value to the brand.

As stated earlier the concept with all the different parts and their flexibility, therefore multiplying the number of potential ‘unique’ or different pieces of packaging options for the end-consumer.

The TMA-2 modular box is around 20% smaller than the predecessor (the TMA-1 headphone series) - saving not only space and money, but resulting in a reduced strain on the environment.

All in all, it is a systematic design and typographic language accommodating change over time, future production, new parts, shipping costs, sustainability and modularity.

As a brand that connects with both professional segments - the DJs and music-creating artist to more average music-lovers or the more design conscious people, we wanted to give it all a very simple well-designed and functional feel, but still have details that would both excite and surprise, and thus catering to them all.

Thinking about how the packaging not only solved the problem of packing/sending an unassembled product made up of different parts, but also told the modular story in the solution, its choice of materials and typo/graphics.

The launch of TMA-2 Modular, a headphone system that allows users to build their own, unique headphones based on a wide range of sound, design and comfort options, necessitated a new kind of structural packaging system for the various, interchangeable TMA-2 speaker units, headbands, cables and earpads.

Currently comprising 20 parts and more than 500 potential combinations, the TMA-2 headphones are mainly sold, selected or configured online at aiaiai.dk with added presence at select stores in key locations around the world.

AIAIAI needed a solution that could simultaneously service the stock keeping management and pick & pack solutions for warehouses and webshop, while providing an interesting unboxing experience as well as in some cases provide a striking in-store presence at retailers.