Launch pack Phonak Virto M-312 Black

Client: We’re changing the way we look at ear-level technology
Angle: Desirable, usable, fashionable, wearable
New launch pack, new product

In the first quarter of 2020, Phonak launched a new hearing aid product that challenged perceptions of hearing aids. Phonak Virto M Black is a fully-connected, in-the-ear (ITE) hearing aid that combines breakthrough Marvel hearing technology with the style of a modern wearable.

Phonak briefed Angle to design and produce new product launch packs to inform New Zealand audiologists. About 350 clinicians received the launch packs. They contained custom designed B2B communications explaining the benefits and features of this exciting new product as well as an official Phonak dummy product to familiarise themselves with.

Launch pack design solution

The striking black ‘pillow pack’ was constructed from die-cut and printed matt black card. The design aimed to create a positive first impression of uniqueness and quality, to match the award winning product.

One side of the pack bears the words ‘Desirable. Usable. Fashionable’ as an intriguing introduction to a product that blurs the lines between a hearing aid and a wearable.

‘Wearable’ is the word on the other side of the pack, along with the product name printed in glossy black ink on the black card, reflecting the black, glossy finish of the actual product.

Customised on the outside, personalised on the inside

Everything about Virto M Black is special. Designed in part to combat the lack of early adoption of hearing aids, it is fully Bluetooth connected and uses Phonak’s revolutionary Marvel technology. With Virto M Black, hearing aid wearers can answer, end, or reject a phone call with a simple push of a button while keeping their phone in their pocket, purse, or on a nearby table. On-board microphones allow wearers to use their devices as wireless headsets, resulting in truly hands-free conversations.

All Virto M Black hearing aids are custom-made using state-of-the-art 3D printing technology and then expertly assembled by hand. On the inside, Virto M Black delivers a personalised hearing experience thanks to Biometric Calibration, which analyses 1,600 unique data points from a person’s ear impressions to optimise directional microphone placement and ensure an exact fit.

Printed launch packs lead to the virtual launch pack

The physical launch pack contains a cover letter, a B2B product summary brochure, a product dummy and a B2B2C brochure. A coffee gift card, also in the pack, bearing the word ‘Drinkable’ includes a URL and login details, providing all recipients with access to Phonak’s ‘Virtual Launch Pack’. This website contains more detailed product information, soft copy product Quick Guides, Digital order forms and and a few simple product questions to be answered in order to receive some Toasted Espresso coffee.

Managing the launch pack production

Angle designed all the launch items and coordinated the production and print management of everything including:

Custom die-cut pillow packs
Cover letters
B2B brochures
B2B2C brochures
Coffee cards
Product Quick Guides (8 kinds)
Interactive order forms (6 kinds)

2 product launches at the same time

At the same time that Phonak launched Virto M Black, they also launched updated Sky Marvel hearing aid range to New Zealand’s paediatric audiologists. Angle designed a second launch pack with similar content for this launch. Read the Phonak Sky M-SP case study.

Need help with design for print?

Do you need a design team that can creates world class printed communications? Angle delivers small and large format projects, via short digital print runs or large offset print runs. Our highly experienced team provides concepts through to print-ready artwork and print management if required, to ensure the best results. In today’s digital world, printed brochures, flyers, stationery, posters, manuals and catalogues still play an important role in delivering your brand messages. Find out more about our graphic design for print services here.

Date March 2020
Client Phonak
Country New Zealand
Size Launch packs: 265 x 135mm Cover letter: 99 x 210mm
B2B brochures: 99 x 210mm B2B2C brochures: 99 x 210mm Coffee Cards: 90 x 55mm
Quick Guides: 100 x 195mm
Finish Pillow packs & coffee cards: CMYK + spot silver + spot white on Black Pop'Set stock from B&F Papers.
Literature: CMYK on Satin Matt stock
Production Offset and digital print