The Sonos packaging refresh was done to complement the company’s larger brand identity and to address today’s challenges. From the start, the design team considered what it means to have the packaging “out there” longer than many of the company’s other touchpoints. The aim was to create a more timeless system, versus being trend-driven, with minimal or no cost increase for the portfolio. It leverages Aktiv Grotesk, a typeface that brings more character and nuance than traditional Helvetica. This subtle change is being carried across brand materials along with other aspects such as sound visualization patterns, product illustrations, and iconography.