CANON

An accessible packaging system

Bundle Kits are a key part of Canon’s offering, providing a simpler way for budding photographer’s to get out and start shooting. Working in close partnership with the team in Europe, we’ve translated this offering into ownable packaging designs that work hard across every touchpoint.

WHAT WE DELIVERED

— Packaging
— Guidelines

Three Canon camera bundle system packaging designs.

Smart Thinking

Taking a wider view; going beyond the visual to future-proof how bundles work across different markets and audiences.

Bold Design

Changing the dial from a visual approach to an adaptable system with flexibility at its heart.

THE TASK

Following updates to the Canon master brand including enhanced accessibility standards, additional campaign elements and updated legal requirements, our task was to reflect this in the new bundle kit packaging designs.

Canon SX740 HS Camera on a red background with the text "Made for Adventures" above in white.

A FLEXIBLE APPROACH

The new guidelines are built on a smarter, more adaptable system. Creating four clear template variants gave teams the freedom to respond quickly to commercial and creative requests without compromising brand consistency. It also allowed designs to flex easily for premium and standard offerings, and to take on campaign assets if needed.

A Selection of photos showing creators using Canon Cameras.
Animation showing how the angled swipe can be used in motion to reveal text. "Loved by creators." "Loved for greater creative control."
Style guide design ensuring consistency of the Canon brand throughout various applications.

ACCESSIBILITY BAKED IN

Accessibility improvements were embedded directly into the bundle design framework, ensuring clearer hierarchy, improved legibility and a more inclusive experience across all touchpoints. By building these considerations into the system itself, the bundles are better equipped to meet evolving standards long-term.

Where next?