In collaboration with Kenton Smith and Mitch Shepherd, this was complete packaging redesign for an established brand in the CEDIA channel. Brand objectives, competitors’ packaging, and retail trends were surveyed to develop the best approach. The new package design offered a de-cluttered brand presentation with clear messaging to stand out on distributors’ shelves. Particular attention was paid to information hierarchy, with the front of the package offering a large product photo, and a product story and features on the rear. The new design was applied to more than two dozen products over several months and was praised by the manufacturer, distributors, sales representatives and customers.