With the FIFA World Cup about to kick off this June, we thought that there would be no better time to talk about the packaging we created for EA Sport’s FIFA 18 videogame in September last year. We often create packaging for launch and press events which are very exciting, as it gives us the opportunity to work with our client on creating something truly unique and distinctive.
We worked with the creative agency Fluid in order to deliver some truly outstanding packaging for their client’s launch event. Fluid were the designers in this process; they developed an innovative design which we, as cardboard engineers, had to make into a reality. Creative agencies such as Fluid are great contacts for us at GWD as we pride ourselves at being adept at turning their creative designs into beautiful packaging.
The FIFA 18 game used technology which is said to be “the biggest step in gameplay innovation”. Due to this, the team really wanted the experience to start as soon as the box was picked up by the media/influencer recipients.
Playing on a gold and white colour palette, the boxes were wrapped in metallic gold paper. As with any companies branding, a logo should always stand out. With this in mind gold foil was employed and the logos were embossed on the front and sides.
The final product took the form of a deluxe presentation box which contained the game and a range of FIFA/PlayStation content and merchandise; which was displayed to great effect using a bespoke white foam fitment which held each piece inside the box perfectly and securely. It was finished off with a magnetic closure.
For this job we worked closely with Fluid throughout. They had the idea and concept, and it was our job to engineer it and make it work commercially. If you have an idea for packaging, then please bring it to us here at GWD!
Noel Greenwood is the Managing Director of GWD Ltd, the designers and manufacturers of presentation and promotionalpackaging. You can reach him on (01279) 416 093 or at the company’s website: www.gwd.ltd.uk