TYPO Keyboard for iPad Air combines a protective case with an adjustable stand and a remarkably thin Bluetooth keyboard. It is a high-end, precision-crafted product that, for most purposes, converts the iPad into a laptop. The same TYPO quality and attention to detail carry throughout the packaging design. Its structure consists of two primary elements — a molded recyclable plastic inner tray attached to a rigid, book-like paperboard cover.

 

The TYPO Keyboard is securely nestled in the plastic tray with soft bumpers to form a snug fit. The rigid cardboard structure snaps close around the contained keyboard/case tray with embedded magnets on the flap. The quality feel of the magnetic closure invites the consumer to quickly open the package to examine and feel the high-end product materials and finishes. The graphics end of the package has as much finesse as its structure. The complexity of the product required more than a typical static beauty product photo on a white background. The package cover with two pictures demonstrating the product in context conveys the product value. The clean TYPO logo and “The perfect iPad companion” claim augment this refined directness. The inside cover boasts a soothing blue explosion of color with a paragraph of clean, concise type stating the pleasure of typing on the world's best tablet with a full-size physical keyboard. Opposite of this resides the product and its accessories, clearly presented and readily accessible.

 

The back cover picks up on the front cover introduction with a provocative statement. It follows with concise descriptions of the four main product features and accompanying demonstration photos. Together, the copy and pictures communicate and reinforce the details and value of the product.

The overall package design is clean, inviting, and speaks quality. It is familiar enough to be appropriate in the category yet different enough to stand out against the competition. It convincingly conveys the product's uniqueness, utility, and style at the point of sale.