FIRE TV REDESIGN
In 2023, I lead the global redesign of Amazon's Fire TV device packaging. Our goal was to simplify content worldwide, better align with the updated Fire TV Brand, and overall improve the customer experience.
Amazon
Lead Packaging Designer
2023
Research
Beginning the project with a worldwide retail audit, I was able to understand the customer perception of our packaging as well as the challenges we're facing.
My findings revealed a mixed and unpredictable retail landscape, as well as a packaging system that was inconsistent and overwhelming for customers.
Process
Working with the brand design team, we incorporated the new Fire TV Brand refresh into our thinking for packaging.
Solution
The updated design has been simplified, stress-tested, and better ties into the overall Fire TV system, creating a consistent end-to-end experience for
our customers.
Released
2023 | 18 Carton language variations
