Package design for Bandai’s IGPX Vol. 1 Special Edition. Keyart courtesy of Bandai Entertainment. © Production I.G, Cartoon Network, Bandai Visual, Bandai Entertainment.
Anime is a crowded space. At a glance, most of the artwork looks similar and the visual noise blends in to one large whole. Anyone who has ever browsed a shelf of strictly anime titles knows exactly what I mean. Bandai wanted to step out of that somehow and separate its new property, IGPX, from the rest of the crowd. The keyart was already designed, so there had to be another way. I suggested an approach through a unique form factor that could still use the existing keyart.
What if we didn’t have a box? What if it was some other shape that invoked touch?
We began with silhouette designs that were anything but a box, but could still hold a standard Amaray DVD case. Bandai loved the idea and gravitated toward the more “S”-curved shape. Now the question remained: how do we invoke touch?
We played with several ideas, but really enjoyed the concept of the “puff pack,” which would have foam or bubble wrap enclosed underneath the outer paper shell. After multiple back and forths with our factory in China, we got the feel just right. It squeezes like a pillow.
We managed to get this with an enclosure large enough to fit both a DVD case and a T-shirt with minimal shelf footprint, and, most importantly, at a price point that suited Bandai.