emart PLUSMATE Earphones
Earphone packaging
PLUSMATE is a private label brand owned by emart, a hypermarket chain with the biggest market share in South Korea. emart PLUSMATE Earphones were developed to express delicate differences between characteristic tones in various genres of music such as jazz, classical, country or rock. Consumers then can choose the earphones best suited to their preference. Iconic string instruments were chosen for the four musical genres while the cable of the earphones wound up in the position of the instrument strings. The heads of the earphones sit on the eyes of the instrument performing figures, which adds humor into the overall design.
iF Gold Statement
The packaging directly addresses the sonic performance of the product in a way that we have never seen before. As new as they are in the category, they do not ignore the needs of good packaging: it is conceptually and communicatively very clever and graphically very humorous, furthermore it is, in contrast to other packaging, ecological due to its little use of material.
