By Spencer Bigum: Batteries don’t just power cool things, anymore. They are the cool things. With this new package design for Duracell, I created a promotional tool to get people excited about the batteries they buy. I used icons from popular culture, like Star Wars, to help the Duracell brand stand out on the shelf from its competitors. It gives people a chance to connect directly with the product in a way that other brands don't. Who knows, maybe in 50 years we’d see this packaging up at a collector’s auction.
The new package is made of 100% recycled cardboard and uses the back of the "original" battery package as the front for a larger canvas, which is why there isn't a need for a clear plastic case to hold the batteries anymore. A few other ideas for other pop-culture references were included to see how the system could work.