PRICE INCREASED TO $900:
The Pimsleur Approach is a leading seller of language learning products (sold in CD form) to consumers online. Our language learning methodology is unique because it was developed by a legendary linguistics professor, Dr. Paul Pimsleur, 30 years ago, and is scientifically engineered to teach our customers a language in just of a matter of days. The course is entirely audio-based. Customers learn by listening. And can listen anywhere: While exercising, driving in their car, or while in bed. Our courses are not cheap. The average price is $236/course and many customers purchase multiple courses. Therefore, this becomes a serious investment for our customers.
Our customers typically tend to be more male (60%) than female (40%). The average age of our consumer is about 45 years old (a younger baby boomer). Income is upper middle class/lower upper class, with 10% of customers being Entrepreneurs/CEOs; and another 10% being highly paid professionals in the areas of medicine, law and corporate sales). Most of our customers buy these courses for leisure or business travel, work, or school. Our customers are avid learners and readers who spend $1,000’s of dollars a year on books and audiobooks, particularly in the realm of self-improvement. They are also buyers of luxury products, in general.
Right now, we wish to redesign the packaging of our advanced level, $236 course, which is available in 16 languages, including most importantly, Spanish, French, Italian, and German. The current packaging is being phased out because: 1) The look and feel of the packaging is very dated; 2) It does not have a luxury feel meriting the $236 price tag; 3) Doesn’t adequately emotionally speak to the attributes of our customer (see Target Audience).
You must design: 1) Packaging Flaps, 2) CD Artwork, 3) CD Holders for the new packaging (see attached PDF for corresponding images of these items).The package size is 9 1/2 by 6 1/2 by 1/2. It will be wrapped in black Carbon-x by Corvon, 92 point board. Flaps: 5 pieces flap with magnet+flat lid wrapped in same paper. The package inside will contain 4 Cd holders with 4 Cds inside each of them.
All 3 Packaging elements (i.e. Packaging Flaps, etc.) must at least contain the name “Pimsleur” on them. Note that your design will be foil-stamped onto the package. So keep in mind this requirement as you design.
The design of the packaging must have the feel of a timeless classic luxury item. It must emotionally engage the well-educated, professionally successful voracious learner (see Target Audience).
The design of the packaging must encourage the customer to open the package and engage with the course and use it.
PLEASE READ THE ABOVE CAREFULLY SO THAT YOU DON'T WASTE TIME AND SUBMIT A FANCY DESIGN THAT DOES NOT USE OUR SPECIAL BLACK FINISH.