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999 behind new orange image

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By The Drum Team, Editorial

April 16, 2002 | 1 min read

999 has designed all Orange Handset packaging after beating off competition from both Into Spin and Navy Blue London. The brief was to re-affirm the purchaser's decision and 999 decided that the design should go back to basics. Jim Ramsay, design director, noted "It was always my desire to create a classic, timeless piece of packaging that wouldn't date." The decision to remove the phone printed on the back was an attempt to strip off the frills, leaving the box with a strong minimalist look.

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