My package redesign for Fido's prepaid cell phones was driven by sustainability for the environment and for the consumer. It is important to understand that consumers decide on the cell phone they wish to buy after researching its specs and features, not based on the packaging. By taking it one step beyond simply protecting the phone, the brand experience continues after the product has been bought.
By getting rid of the original plastic packaging that was difficult to open and useless after purchase, this new design minimizes waste and can easily be recycled or reused. It is made of unbleached, recyclable paper with friendly and memorable graphics that customers would feel inclined to keep rather than dispose.