Product packaging as keepsake.

To launch the latest versions of its tech products, Google needed special packaging design that would grab the attention of a discerning VIP audience, including industry leaders, influencers and celebrities. The Apt created a system of beautifully-crafted wooden boxes, designed to be indicative of the care taken in developing the products within them. 

Keeping in mind the guiding principle that “Technology should not merely stand for what it does for you but what it means to you”, The Apt led a cross-disciplinary team to create these containers in a fashion that not only stylishly delivered the products, but also provided the recipient with a branded object they’d want to keep and re-use to hold jewelry or socks, or to be utilized as a laptop tray, simply by flipping a strategically placed wooden insert. 

The designed package also provided thousands of social media impressions as receivers shared its arrival with their followers. Another version of the VIP kit was designed and made especially for the Variety Actors-On-Actors event in Los Angeles. Among the recipients were Hugh Jackman, Ava DuVernay and Jennifer Lawrence.

Designed in collaboration with Matte Projects