Focus

Standout Features:

• Interactive reveal mechanism activated by opening
• High-contrast palette
• Integrated logo design

Designer Lindsay Frank set herself an interesting conceptual challenge with this project: design packaging specifically for the Focus sunglasses brand that could deliver a genuinely memorable unboxing moment for the customer, but relying solely on folded, cut, or manipulated paper to do it.

The core innovation is definitely the interactive opening sequence. You see a dark sleeve with a window showing a face. Pulling the vibrant yellow tab slides out the sunglasses tray, and cleverly, the image changes through the window to show the person wearing the product. This paper-engineered surprise makes the sunglasses unforgettably unique.

On the other hand, the colors create a really striking high contrast. You have the classy dark grey or black outside opening up to reveal a surprisingly bright yellow inside — boosting the interactive feel greatly. Plus, all the gold accents give the dark box that luxury touch needed for fashion-related products.

Another thoughtful detail you notice is the "Focus" brand logo itself. Placed subtly on the sleeve, it features a stylized 'O' shape incorporating the radiating lines of the sun to reinforce the brand name and product category well.

Working within specific material constraints doesn't automatically mean limiting the resulting user experience, as clearly shown by this concept. Combined with high-contrast visuals, Frank came up with a highly engaging unboxing moment, proving how thoughtful design can make the best fashion and beauty packaging regardless of material limitations.