In March 2023 Polaroid launched an all-new visual identity system for their growing family of instant film cartridges, and new products.

Due to legacy cameras coexisting with new technologies, the product ecosystem was extensive, and therefore choosing the right film was confusing for new users. In order to establish a film package design system which was distinctive but easy to navigate in the shop, we took inspiration from the film format itself, and made the whole front surface of the box into the iconic Polaroid frame. The polaroid colour spectrum was reinterpreted to communicate different camera types, and colour cues were used to express film chemistry and frame edition. This systematic approach to product communication made the complexity of the range clear and bold.

We have collaborated closely with Polaroid's design team, chief design officer Ignacio Germade and director of product design Nick Woodley to renew the packaging system.
www.polaroid.com