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In order to create packages with a common look, Swerve developed a simple set of forms that could be transposed, as the system grew, to products of different sizes and proportions. The combination of messaging zones and physical forms needed to become instantly recognizable yet remain adaptable within a three-dimensional system.

The combination of subtle curves, a consistent waisted silhouette, clean messaging surfaces, common details and simple arching color panels convey a unified sense of friendly precision and unity in the family of products. The overall look supports the transition of XBOX from a male-orientated gaming system to an empowering brand with broad appeal.

XBOX 360 packaging.