Burgopak & GR/DD have created an engaging pop-up package for a promotional version of Sony's new augmented reality PS3 game EyePet.
Resembling a house-shaped pet carrier, the package features an intriguing pop-up mechanism where the EyePet character jumps up as the carrier opens from a hinged "roof." The package expands entirely, presenting the contents - the game's software, literature and hardware - in an enjoyable and organised manner.
Burgopak worked on the EyePet project in conjunction with graphic and interactive design agency GR/DD, who developed the pack's graphics and initial pop-up concept. In order for the idea to be realised, Burgopak's structural design team developed a simple linkage and friction lock that allows the internal surfaces to move through 90 degrees and lock to form a flat table where the contents are securely held.
In addition to solving practical issues, the mechanism contributes emotional value. The way in which the package opens is un-expected, strangely pleasurable and provides an endearing introduction to Sony's first augmented reality based title to a particularly critical audience of pan European mainstream, game and children's media journalists.