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Beats by Dre: Beats Cables Seeding Kits 2025
Project Type
Seeding Kit
Date
March-April 2025
Location
Global Delivery
The Challenge
Beats asked for our help to introduce their new charging cable accessory line to media and influencers in a way that felt authentic to the brand while meeting shipping constraints. The seeding kits had to be shipped anonymously, meaning no external branding was allowed, yet still deliver a memorable unboxing experience that would generate buzz.
The Solution
We created custom branding for the seeding kits with an intentionally understated exterior, and a playful brand experience upon unboxing. We achieved this by reintroducing Beats' nostalgic "pill people" characters with animated artwork showing two characters exclaiming "there's the energy we need" and "dibs on rapid red" in speech bubbles, creating excitement around the new charging cable colors and their power. Each kit contained four charging cables, with the kraft material providing a neutral backdrop that made the printed designs pop.
The final design balanced shipping requirements with brand storytelling, using nostalgia and playful design to create buzz for the new accessory line. We successfully delivered Beats' signature energy and personality, which led to social and media hits.
