Alphabet’s packaging system for OnePlus overhauls the consumer brand’s physical and digital output

“The OnePlus red is one of the key iconic assets of the OnePlus brand,” Alphabet’s Creative Director Sam Lane tells us, “so it made total sense to lead with this colour on all packaging and use it confidently,” guiding us through their packaging redesign for the multinational technology company. “This allows the packaging to feel instantly recognisable to the OnePlus brand,” Lane continues, marking the latest step in the Manchester-based design agency’s long-term partnership with OnePlus, “even if the logo might not necessarily be the first thing that you see,” setting a precedent for the project’s systematic overhaul. Tasked with reimagining the systems behind OnePlus, including the packaging for their smartphones, accessories and more, Alphabet began by tackling the lack of consistency across their design and messaging. Led by the notion of simplicity, the team introduced a comprehensive grid system built with hugely scalable flexibility to meet the demands of the identity’s scope – mirroring the system’s pragmatism through its practical use of typography. “The brand typeface is a bespoke typeface created with the OnePlus team,” titled OnePlus Sans, Lane recalls, “it is used across the whole of the OnePlus brand,” he adds, using the sans serif as the basis for the project’s introduction of iconography. Both functional and characterful in practice, the bespoke iconography Alphabet crafted for OnePlus’ packaging system spans a vast library of uses and applications, leaning into the importance of accessibility for the brand and its global audience. Likewise, Alphabet worked closely with packaging engineers Instrmnt to create a cost-effective single box size, replacing the previous use of four separate internal moulds and three individual box sizes; resulting in a unified, sustainable solution unbiased to region or product. Maintaining and exemplifying the quality of the products, however, Alphabet also introduced a straightforward yet sophisticated spot varnish to the packaging, which, combined with the mix of coated and uncoated paper stocks, makes for a memorable, premium packaging experience.