Mires Helps Jabra Launch New FreeSpeak Technology
An innovative new packaging system positions the hands-free leader for continued success
San Diego, CA, September 12, 2002—Jabra Corporation just unveiled a new FreeSpeak wireless mobile headset aimed at a
more upscale “early adopter” market. To support the product’s premium price point, long-term brand design partner Mires
created a packaging system that quickly differentiates the headset at retail—both from competitors and from Jabra’s existing product line.
“They’re playing on new turf with this product; so Jabra needed a solution that presented a clear departure from its classic
brand vocabulary,” said John Ball, principal at Mires. “Our challenge was to both set the product apart and connect the line
to the Jabra brand.”
Working with Jabra since 1997, Mires understood the brand and carefully evolved the package’s design vocabulary and
architecture—originally created by Mires—to accommodate a more sophisticated product offering. While the new packaging
utilizes a similar footprint and relies heavily on “Jabra yellow,” it replaces the classic clamshell with a more elegant
“boxed” solution.
“Research showed that a boxed product was more appropriate for the price point,” explained Ball. “Our primary challenge was
how to tell the product’s story and communicate the Bluetooth-enabled cordless functionality.”
Mires’ design architecture—which positions “FreeSpeak” as the primary identity element—and layered messaging places significant
emphasis on the product and its benefits. Moreover, by using a composite product photo, showing the product in use from a variety
of angles, the package emulates the freedom of the new wireless headset.
“The FreeSpeak package not only captures the essence of the product, it supports an exciting evolution of the Jabra brand,”
said Tom Hanson, Director of Channel Marketing at Jabra.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
About Jabra
Jabra Corporation provides hands-free communication products for telecommunications,
interactive computing and desktop telephony applications. It is the foremost provider of innovative hands-free products in
the mobile consumer market. Jabra products are available at more than 30,000 retailers nationwide and abroad, including
key mass merchandisers, catalogs, websites and major cellular/PCS carriers. For more information, visit www.jabra.com.
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