Leica Sofort


Art Direction, Packaging Design


Leica Camera AG, Wetzlar


With the Leica Sofort, Leica is expanding its range with a high-quality instant camera in a compact format. We were asked to design the packaging as part of the whole physical experience ot the product.

The basic idea was to design a 3-dimensional packaging that communicates from all sides. The outer shell takes direct reference from the previous Leica packaging strategy. It shows the product in its original size and several application possibilities.

The inner box, however, was completely redesigned by us. To save paper and resources, we developed a compact instruction manual that was printed directly on the packaging. Instructions for use are usually frustrating – in our case, the instructions for use became the main element of the inner box, roughly providing a presentation and introduction of the most important functions.