by Diane Lindquist on 03/07/2014 | 3 Minute Read

Founded in 2010 by fellow Carnegie Mellon robotics PhD graduates Boris Sofman, Mark Palatucci, and Hanns Tappeiner, Anki is dedicated to bringing artificial intelligence and robotics to consumers' lives through everyday, real life scenarios. 

Following many years of behind-the-scenes development, the moment finally arrived to show the world what Anki had to offer. On June 10th 2013, in an unprecedented unveiling, Boris Sofman took the stage at Apple's Worldwide Developers Conference with Apple CEO, Tim Cook, to reveal Anki's launch product: Anki DRIVE – a racing game for the real world. 

Anki approached Character with the enviable task of concepting, designing and producing the Anki DRIVE launch packaging experience. The brief was simple. The packaging had to be as remarkable as the product itself. 


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. 

Anki DRIVE launched exclusively in Apple stores in the U.S. and Canada and online at Apple.com in late October. 

Designed by Character

Engineering & Manufacturing by UNEKA

Country: United States

State: California

City: San Francisco

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