PRIME Sour Box Challenge
Turning a PR Package into an Interactive Experience
I developed the concept and visual direction for an interactive PR package that turns the unboxing experience into a game. Opening the box reveals a built-in spinner with three levels of sour intensity. Players spin, open the corresponding compartment, and take on the flavor inside.
Rather than simply housing the product, the packaging becomes part of the experience. The structure was designed to build suspense, encourage group participation, and create moments that feel naturally shareable on social media.
ROLE
Art Direction + Concept Development
SCOPE
PR Packaging · Experience Design · Dieline Design · Visual Direction
The visual system was developed around the physical interaction, using the structure, compartments and spinner as part of the storytelling rather than treating them as separate from the graphic design.
From Concept to Structure
