For over ten years, Interrobang provided design and marketing consultation, brand evolution, product management, packaging design, channel advertising, trade show graphics, and lifestyle and product photography art direction for TDK Electronics Corporation’s full range of analog and digital media products. The studio completed or participated in an average of 250 projects a year for TDK.
TDK Electronics Corp. US-based Recordable Media Division was losing shelf space and market share mainly due to the company’s reliance on English versions of Japanese packaging. A ‘sobering’ meeting with a head Target buyer lead to a six-month revamp of their retail packaging presence for Optical Media that included cakeboxes, single cases, clamshell and shrink-film materials.
The success of these items at Target [and other big boxes] allowed for the brand’s successful expansion into the computer peripherals market; supplying hardware to support their media. TDK continually heard that pricing and brand presentation were the main reasons they were brought in to fill the ‘Best’ category of the then-emerging ‘Good-Better-Best’ approach utilized by the large box chains.