New Packaging for Office 2004 for Mac
New design unites the best of Microsoft and Mac
May 19, 2004 — Seattle — Microsoft Office 2004 for Mac (view case history) hits stores today, featuring new packaging created by global brand strategy and design firm Landor Associates.
The redesigned packaging marks the third time Landor has partnered with Microsoft's Macintosh Business Unit on Office for Mac, whose look was last updated in 2001.
Taking into account consumer research, the new look draws on the most positive and recognized aspects of both the Microsoft and Macintosh brands.
"It was important for the packaging to strike a balance between Microsoft's sophisticated technology and the joyful, design-driven feel of the Mac," said Rob Osler, Client Managing Director at Landor Associates.
Landor used several approaches to create this balance:
- featuring the familiar Office for Mac icons — also redesigned by Landor to have a new anodized look — as the focal point of the packaging
- maintaining a bright color palette that evokes the Mac brand
- and changing the actual structure of the packaging to increase its differentiation on-shelf and allow for both horizontal or vertical display
"The new design positions Microsoft as the hero in a way that appeals to Mac users' keen design sensibilities — without making Microsoft seem like it's trying to be something it's not," said Jonathan Himschoot, product manager in the Macintosh Business Unit at Microsoft
More than seven million people around the world run Office for Mac on their computer.
Contacts
Britt E. Dionne
Landor Associates
Manager, Communications
Telephone: (415) 365-3869
britt_dionne@sfo.landor.com
Allison Barry
Cohn & Wolfe
Account Executive
Telephone (415) 365-8523
allison_barry@sfo.cohnwolfe.com
