Packaging for skateboards
Recognizing the wide age range of their customers, First Team chose to offer a variety of skateboards in different price ranges under different brands. For the Airborne brand we capitalized on the flight aspect of both the logo and the user's obsession with 'catching major air.' Skate Attack, positioned as a more upscale brand, focuses on the artistic bad-boy image found in hot rod and motorcycle custom paint motifs.
Recycled materials were used within the design: the carton is a simple folding box, made from recycled corrugated board. The advantage of using recycled corrugated board is that it is both recycled – therefore reduces the use virgin wood for new card – and recyclable – therefore able to be recycled and used again.
The Jedlicka designers also adopted a materials reduction strategy: rather than make the box bigger to gain more shelf space, creating unnecessary waste, each side of the carton is part of a puzzle facing configuration.
Display stacking either by the retailer, or the curious customer, forms a large single image of a skateboarder 'in flight' for Airborne, and a wall of fire for Skate Attack. This type of puzzle facing, especially suited to a package of this aspect ratio, makes for an exciting, eco, and cost effective POP display without additional expense or use of materials.
Source: Jedlicka Design Ltd, October 2003, http://www.jedlicka.com/packaging