Lazer Packaging Redesign

Client

Lazer in-house

Year

2020

Overview & the challenge

After years of using the same packaging style, Lazer needed a fresh approach for its entire product range. The goal was to develop a more sustainable, space-efficient, and visually striking packaging system that aligned with the brand’s premium positioning while improving its environmental footprint.

The redesign needed to:

  • Work across different product lines, including KinetiCore and non-KinetiCore helmets.

  • Create packaging that suited multiple price points—entry-level and high-end.

  • Reduce environmental impact by sourcing sustainable materials and minimising ink and lamination use.

  • Ensure shipping efficiency by designing box sizes that optimised space within shipping containers.

  • Provide an engaging unboxing experience for consumers with thoughtful structural and graphic design.

My role

As Lazer’s in-house creative, I was responsible for adapting the agency’s creative concept into a fully functional packaging system. This included:

⸺ Structural & Graphic Adaptation

I translated the agency’s creative direction into packaging designs that worked across five box types, ensuring consistency while maintaining flexibility for different helmet sizes and styles. This included creating solutions that minimised wasted space in shipping containers and provided a premium unboxing experience.

⸺ Sustainability Improvements

I worked with suppliers to ensure that all cardboard was sourced sustainably, using no virgin fibres. I also played a key role in reducing the amount of ink and lamination used, significantly lowering the overall carbon footprint of the packaging.

⸺ Production-Ready Artwork

I artworked all assets for production, ensuring they were technically sound and ready for manufacturing. This involved collaborating with suppliers to test samples, conduct transportation trials, and refine the final designs for global launch.

⸺ Expanded Packaging System

Beyond helmet boxes, I also developed new hang tags, header cards, and accessory packaging to ensure a cohesive look and feel across the entire product range.

The Outcome

Key Takeaways

The Lazer packaging redesign resulted in:

  • Eco-conscious materials: Sustainable cardboard, reduced ink usage, and elimination of unnecessary lamination.

  • Optimised shipping efficiency: New box designs that minimised wasted space in shipping containers, improving logistics and reducing transport costs.

  • Premium unboxing experience: Drawer-box solutions with layered messaging, guiding the consumer from brand introduction to product education.

  • Consistent brand presence: A packaging system that aligned with Lazer’s branding while differentiating between product tiers and technologies.

This project demonstrated my ability to:

  • Adapt creative agency concepts into practical, production-ready designs.

  • Balance brand storytelling with logistical and environmental considerations.

  • Work cross-functionally with suppliers, ensuring technical feasibility and quality execution.

  • Deliver a globally scalable packaging system that aligns with both sustainability goals and premium brand positioning.

The redesigned packaging was successfully rolled out worldwide, reinforcing Lazer’s commitment to innovation—both in helmet safety and in sustainable design.