Hohner Harmonica Packaging
Making customer selection simple through a cohesive visual design system
Hohner had a major problem. Their old packaging gave the customer no indication of which models were for professional players, or for beginners. And due to a lack of product knowledge by in-store personnel, the customer was stuck trying to figure out which harmonica was right for them, or which ones were designed for blues, jazz, folk, pop, country, or other genres.
The solution was to define 4 unique series, each with specific attributes, then design them to be consistently branded, yet uniquely tied to each series.
The Hohner Flagship Brand. Leading the market since 1896
Modular System, designed with interchangeable parts
Advanced features using new techniques & technology
Trade show display introducing the Hohner Rocket
UV and Embossing
Marine Band, MS-Series and Progressive Series packaging all had special spot UV and embossing effects applied to enhance the perception that these models are high-quality, precision instruments handcrafted in Germany.
Multi-Packs
New packaging was later developed for multi-packs. For these I designed special badges that reinforced the premium look and feel, while informing the customer which harmonica keys were included.
Entry level models for beginners
The Enthusiast Series were designed with more playful themes that appeal to children and beginners, while also adding more differentiation from the more premium Marine Band, MS and Progressive series of harmonicas. These did not include UV coating or embossing.