Packaging might be the first thing a customer touches, but for Ten Gun Design, it’s the last word in brand storytelling. When Xbox launched the Series X|S consoles, they didn’t just need boxes—they needed a scalable, global design system that captured the power, promise, and personality of a next-gen gaming platform. Ten Gun Design delivered with precision and restraint, crafting a visual identity that worked across continents, products, and experiences. Their Gold-winning work in the Graphis Packaging 10 competition wasn’t about flash—it was about building a system that could flex, endure, and elevate Xbox at every unboxing, from consoles to controllers. This is the story of how design, when done right, becomes the backbone of a brand's future.

By: Ryan Burlinson, Creative Director, & Johann Gómez, Principal Designer

Packaging as the Brand’s First Impression

When Xbox prepared to launch two new consoles—the powerful Series X and the compact Series S—it wasn’t just a hardware release. It was a defining moment for the brand, and the packaging needed to rise to that moment.

Ten Gun Design was brought in to develop the graphic design system that would carry this next chapter. The work needed to feel elevated, emotionally resonant, and operationally sound. Just as important, it had to scale—across product categories, languages, regions, and an expanding global market.

A Platform-level Reboot

This wasn’t just about new hardware. Xbox was evolving into a broader platform—one centered on ecosystem thinking, from Game Pass and Cloud streaming to cross-generation play. The packaging needed to mirror that shift, moving away from conventional tech tropes and toward something more unified, human, and brand-driven.

We were inspired by the idea of promise fulfillment—that everything leading up to the unboxing should resolve in a moment that feels intentional and earned. With tight constraints across print production pipelines, we focused on making every visual element carry more meaning—through contrast, composition, and confident restraint.

Design that Tells a Story

Ten Gun’s approach was rooted in restraint. Rather than overdesign, we focused on clarity and emotional weight. In collaboration with Xbox’s brand and industrial design teams, we built a visual structure that could communicate confidently—without needing to explain itself.

For the Series X, we leaned into scale and power. Tight, close-up product photography and bold contrast conveyed presence without relying on traditional hero shots. For the Series S, we brightened the tone and opened up the layout to echo the product’s compact, approachable design.

Every layer of the packaging—from the outside panels to interior messaging—was treated as part of the narrative. Brand phrases like “Power Your Dreams” weren’t just decoration—they were placed with purpose, reinforcing the story and rewarding the buyer’s decision.

Don’t just design for the launch—design for the lifecycle.

Built to Scale and Flex

This wasn’t a one-off design solution—it was a flexible, repeatable framework built to support a wide range of product packaging, including controllers, headsets, and accessories. That meant addressing:
• Consistency across product categories
• Adaptability across form factors
• Ability to flex for game takeover bundles
• Localization across multiple languages and compliance standards

Ten Gun developed a modular layout system that made it easy to maintain visual unity while accounting for the unique demands of each SKU. This approach meant the system could be picked up and applied by other teams—without starting from scratch each time.

A Unified Vision

Throughout the process, we worked hand-in-hand with Xbox’s internal brand, design, and strategy teams. This close collaboration ensured the graphic system didn’t exist in a silo—it was part of a broader brand ecosystem that included physical packaging constraints, marketing timelines, and cross-team alignment.

Our job was to build the visual connective tissue that could hold all of that together.

A Cohesive, Adaptable System

The final system helped Xbox:
• Launch two new consoles with distinct personalities
• Extend brand consistency across accessories and future products
• Streamline packaging execution across international markets
• Provide internal and partner teams with clear guidance and tools

It was packaging design that worked beyond the box—quietly supporting a global launch while setting the tone for everything that followed.

A High-impact, Low-profile Win

This wasn’t a campaign designed to grab headlines—it was foundational work. Packaging often flies under the radar, but it’s frequently the first real-world interaction a customer has with a brand. That’s a responsibility we take seriously.

We’re proud of this system—not just because it’s clean and scalable, but because it speaks clearly and consistently, even when we’re not in the room.

Design for What Comes Next

Don’t just design for the launch—design for the lifecycle. Design for the months—and years—that follow. The best systems are the ones that outlast you, the ones that adapt as needs change. Build with foresight. Document with intention. Create room for others to succeed inside your structure.

The System Behind the Brand

Our work on the Xbox Series X|S packaging graphics helped power one of the most successful console launches in history—not by stealing the spotlight, but by giving the brand a stage worthy of its ambitions. In a fast-moving industry, design systems like this will keep the future feeling familiar—and unmistakably Xbox.

Project Credits

This work was concepted, designed, and systematized by the team at Ten Gun Design in close collaboration with the Xbox brand, industrial design, and strategy teams. Ten Gun led the development of the graphic identity system for Xbox Series X|S packaging—including the scalable layout structure, type hierarchy, SKU guidance, and core visual architecture used across consoles, accessories, and global markets.

Ten Gun Design is a creative agency built for brand and grounded in craft. We make thoughtful work that performs—balancing big ideas with the structure they need to scale.

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Check out our other Packaging 10 winners on our website!