Company:
Cuckoo Electronics America
Scope / Categories:
Packaging Design, Localization, Branding
Overview
Led the global packaging redesign for Cuckoo, spanning the U.S., Canada, and Mexico markets. The goal was to modernize the system while creating a unified premium look consistent across regions.
Credits: Ryan Choi / Creative Lead · Sejung Yoon / Marketing Lead · Eunah Lee, Shannon Kim & Jennifer Sierra / Marketing Strategists · Ed Marquez & Ruben Salgado / Sales Directors
Challenge
The original packaging, created for the Korean market, struggled to compete in the U.S. retail environment. It lacked visual impact against competitors, had no consistent color system, and offered few usable product images. Most critically, the packaging failed to communicate the product’s key benefits, leaving customers without a clear reason to choose it.
Solution
Redesigned the entire packaging system to meet U.S. retail expectations while maintaining brand integrity. Established a cohesive color system and introduced new product imagery to enhance clarity and shelf presence. Collaborated with cross-functional teams to ensure design adaptability across SKUs and regional markets.
