Package design award for the sony eyepet promotional pack is a houseshaped paperboard structure features a hinged roof that, when opened, presents the games contents and actuates a popup of the eyepet character.
Package design award for the sony eyepet promotional pack is a houseshaped paperboard structure features a hinged &ldquoroof&rdquo that, when opened, presents the game&rsquos contents and actuates a popup of the eyepet character. The awardwinning design encourages engagement between pack and user while complementing the interactive nature of sony&rsquos new ps3 augmented reality game. Burgopak&rsquos london office worked on the eyepet project in conjunction with graphic and interactive design agency grdd, who developed the pack&rsquos graphics and initial popup concept. In order for the idea to be realised, burgopak&rsquos structural design team developed a simple linkage and friction lock that allows the internal surfaces to move through 90 degrees and lock to form a flat table where the contents the game&rsquos software, literature and hardware are securely held. In addition to solving practical issues, the unexpected nature of the pack&rsquos opening experience provides a wellsuited introduction for sony&rsquos &lsquoaugmented reality&rsquo pet.