i-mode provides internet at the touch of a button on a range of mobile phones from O2. The concept of i-mode was integrated from above the line and communicated in branded product packaging. The packaging design has a much longer life span than the promotional campaign. The letter ‘i’ appears in photography of everyday scenes, creating a subtle presence of i-mode in O2 style imagery. Positioned on the corner of the pack, the design creates a three-dimensional execution providing a distinctive merchandising opportunity for retail environments. The strength of the two brands O2 and i-mode are integral to the design solution, aimed at a multiple target audience.
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