In 2010 Anki was founded with the ambitious aim of bringing artificial intelligence and robotics to consumers’ lives through everyday, real life scenarios. Its first product, Anki DRIVE – a racing game for the real world – was released later that year at an unveiling that was the culmination of many years of development.

Character, a branding and design agency, was approached to conceive, design, and produce the launch packaging with a simple brief: the packaging had to be as remarkable as the product itself. I’d say job well done on their part!

Read on for more information regarding the design process:


Working with Anki and their external marketing team, Character conceptually defined each phase of the packaging journey, from manufacturing, retail, out of store, unboxing and reboxing.


It was important that the packaging reflected the premium and innovative qualities of the Anki DRIVE brand and experience. In addition, it had to evoke a feeling of motion and mobility with a theme of speed and performance.


The selected concept was a rigid telescoping box solution with exterior leading edges that were chamfered to give the perception of speed and movement, while providing a large “track-like” billboard space to showcase a hero shot of the car.


Character was responsible for both the structural and photographic components of the starter kit, individual cars and accessories pack. The Anki DRIVE logotype and typefaces were provided by the Anki team.

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