My Passport

The new packaging for Western Digital’s My Passport
reflects, thematically, the connecting of our physical
world to our digital lives. The core visual element of the
product is an intersection called the ‘Lifeline’ - a
connecting line that joins its two halves. The packaging
needed to carry this design through the entire customer
journey, beginning with its on-shelf presence - standing
out from the sea of blue and black in this industry.

The My Passport product is photographed at a dynamic
angle, with the ‘Lifeline’ extending as an energetic visual
center for the box. Brighter colors provide
differentiation, both for WD as a brand, and within their
product hierarchy. An inner sleeve was also designed
with a playful yet sophisticated drawing of the product,
which leaves room for localization and graphic variation
without obstructing the outer imagery. Inside, paper pulp
is utilized for clean separation of parts without excess
waste.