Hohner Series Packaging

Hohner had a major problem. Their old packaging gave the customer no indication of which models were for professional players, or for beginners. And due to a lack of product knowledge by in-store personnel, the customer was stuck trying to figure out which harmonica was right for them, or which ones were designed for blues, jazz, folk, pop, country or other genres.

The first step was to define 4 unique series, each with specific attributes

Then I designed the packaging to be consistently branded across the board, yet uniquely tied to each series.

Multi-Packs

New packaging was later developed for multi-packs. For these I designed special badges that reinforced the premium look and feel, while informing the customer which harmonica keys were included.

Enthusiast Series

The Enthusiast Series were designed with more playful themes that appeal to children and beginners, while also adding more differentiation from the more premium Marine Band, MS and Progressive series of harmonicas. These did not include UV coating or embossing.