The existing packaging system posed challenges across all product variants. It lacked consistency in design and messaging across the product range, resulting in confusion for consumers. The absence of a unified design system also created obstacles for the in-house team when developing packaging for new releases.

The objective for Alphabet was to achieve simplicity, benefiting both the in-house team and the consumers. To accomplish this, they utilised a highly flexible grid system that seamlessly adapts to various sizes and formats. This innovative system provides a cohesive structure that houses essential elements such as imagery, key messaging, brand logo and product name. By creating a simple solution to a complex problem, it enables consumers to focus on what matters most — the product itself.

Alphabet also aimed to establish a clear hierarchy that directs the viewer's attention towards the focal point — the product. To achieve this, the agency developed a simple typographic system that prominently displays the OnePlus brand name, product name and relevant regions. This typographic system is complemented by front-on photography for its high-end products, while keyline illustrations are employed for the essentials range, where the emphasis is placed more on functionality rather than the product's finish and colour.

In addition to design considerations, Alphabet aimed to deliver a consistent unboxing experience throughout all OnePlus packaging. This involved meticulous attention to touch, feel and overall production quality, even for basic items like the USB-C charger. The intention was to evoke a sense of beauty and leave a lasting impression, reminiscent of high-end packaging pieces. To achieve this, all OnePlus packaging – ranging from simple protective phone cases to high-end Enco earphones – incorporates spot varnish and uses a combination of textured and untextured paper stock. The careful selection of materials and finishes creates a tactile, thoughtful and inviting touch experience for users.