Sony EyePet promotional packaging

Uploaded by:	Burgopak
Country:	United Kingdom
Website:	http://www.burgopak.com

Burgopak & GR/DD have created an engaging pop-up package for a promotional version of Sony’s new augmented reality PS3 game EyePet.

Resembling a house-shaped pet carrier, the package features an intriguing pop-up mechanism where the EyePet character jumps up as the carrier opens from a hinged ‘roof’. The package expands entirely, presenting the contents – the game’s software, literature and hardware - in an enjoyable and organised manner.

Burgopak worked on the EyePet project in conjunction with graphic and interactive design agency GR/DD, who developed the pack’s graphics and initial pop-up concept. In order for the idea to be realised, Burgopak’s structural design team developed a simple linkage and friction lock that allows the internal surfaces to move through 90 degrees and lock to form a flat table where the contents are securely held.

In addition to solving practical issues, the mechanism contributes emotional value. The way in which the package opens is un-expected, strangely pleasurable and provides an endearing introduction to Sony’s first augmented reality based title to a particularly critical audience of pan European mainstream, game and children’s media journalists.

Recently named Design Company of the Year, Burgopak’s structural design team offers creative packaging solutions for a vast range of product areas. To find out more about Burgopak’s innovative and award-winning packaging, visit www.burgopak.com.