The Client

Founded in 1919, Lazer are industry leaders in helmet innovation, design, protection and technology. A century of heritage and experience means their helmets are some of the most advanced, lightweight, stylish and well-ventilated on the market. Lazer continually strives to forge new paths and disrupt the typical way of thinking.

Proud of their heritage, they are a brand who has never forgotten its roots – still riding over cobbled farm roads and reaching new heights to innovate, improve and create helmets they would want to wear themselves.

Cutout KinetiCore icon on top of the outer box, which reveals the green KinetiCore icon on the inner box.
Conscious decision to reduce the amount of inks used. This also allowed us to use the new KinetiCore identity to dramatic visual effect.
Opening top flap helps with removal of the helmet.
Motivational messaging adds to the consumer unboxing experience.
Inner box designed to contrast the outer to great effect.

The Challenge

After years of using the same style of packaging for their products, Lazer wanted to step up their box designs across their whole product range, whilst also moving to more environmentally conscious methods of protecting and displaying both their helmets and accessories.

Brandwave were challenged with not only conceptualising new 2D designs, content and graphics for Lazer to achieve their new aesthetic, but also producing 3D designs and cutting guides, in addition to working with the client teams to reduce overall material and ink usage.

The Result

Our collaboration with the Lazer design team resulted in a beautifully simplistic, yet modestly upgraded look to their packaging, which has since been rolled out globally.

We assisted in the creation of a variety of boxes for both Lazer and Lazer – KinetiCore. In addition, we created product hang tags, header cards & accessory boxes.

“Packaging is always technically challenging. Conceptualising new formats and materials increases the complexity exponentially. We worked together with the client and their production partners to engineer solutions to complex creative challenges. The end result is striking, bold and modern and lays the foundation for all future packaging produced by Lazer.”

ALASTAIR LECOMTECreative Director - Brandwave

“Brandwave listened carefully to input provided by Lazer's internal stakeholders during creative workshops and proposed a multitude of packaging design solutions ranging from a basic entry-level box to a premium multi-layered jewellery box style for the high-end helmets. The final designs have a cohesive premium look and feel across the set. The boxes stack well, and the bold KinetiCore icon looks strikingly good when stacked, which is common to see on the bike shop retail floor. I'd recommend Brandwave to any brand looking to creatively revamp their packaging solutions.”