Design Type:  Packaging

Designer:  Dean Whitney

The Crate packaging concept is an enhanced out-of-box experience for Sun T2000 series servers. The concept is designed to contain and present the product and out-of-box elements in a reusable container that supports the needs of both the value-added resellers and a new target audience for Sun - the early-stage Web 2.0 customer. The hard-sided concept is designed to be nestable when empty, stackable when ordered in multiples, useable as must-needed storage for start-ups, and returnable to Sun for reuse. Sun Microsystems had just completed a re-branding initiative and was seeking to develop a new out-of-box experience for its T2000 server line that would highlight the new brand and be aligned with its company-wide sustainability initiative. In addition, Sun recognized the need to appeal to a new segment of Web 2.0 start-up users who would be new to the brand and to the server installation process. With an opening price-point in the $35,000 range, packaging the server line created a unique set of challenges for the design team. The large rack-mounted units are heavy (adding a set of human factors considerations), came with a set of oddly shaped accessories (that needed to be staged appropriately) and required (because of a unique sales and specification process) the product to be accessed by a 3rd party reseller before being delivered to the end user. Choreographing an experience that met functional requirements, embodied the brand attributes, delivered on sustainability requirements and welcomed new users to the Sun brand motivated the team. The design team, working with Sun, developed two viable approaches: a corrugated cardboard-based solution code-named “Teamwork,” and this hard-sided solution code-named “Crate.” The Crate package approach is characterized by its ability to protect the contents, present the product and support material in a user-centered fashion, deliver on industrial-grade perceptions, and be used multiple times–delivering on a central sustainability tenet of “reuse.” In addition, the concept: - is designed for nesting and stacking when empty for economy of transport - stacks easily when closed and has a defined place for a two-wheeler dolly blade - has integrated hand-holds that allow two people to carry it easily - has a lid design that, when open, conveniently presents the accessories to the user - provides placements and stages accessories in a way that supports the installation process - allows for accessories to be press-fit into place, reducing additional packaging needs - utilizes 100% biodegradable cornstarch-based foam for interior protection - gives users the option to keep and repurpose the package or return it for reuse