Audiovox found that the key drivers in the $10 to $30 earbuds category were color, style and packaging, as opposed to higher-priced consumer electronics, which are purchased mainly for performance. So when it came to designing packaging for ME earBudeez, the company added some personality to the mix. The brand created a series of characters and used the product to represent the eyes, letting the packaging do the rest of the work. The ME logo is used for each character’s mouth while the earBudeez logo is used in various ways to fit with each character’s personality. For example, “Jill” earbuds display the logo as a barrette while “Bodie” features it as a bandage. (Package design: JDA, Inc.,www.jdainc.com)
