NotOnSunday partnered with Nothing to launch their latest product, the Phone (2a) Plus Community Edition—a groundbreaking collaboration between the tech company’s passionate community and its internal design team. The project celebrated innovation and creativity, resulting in a product as unique as the process behind its creation.

The Phone (2a) Plus Community Edition was no ordinary device. Its standout feature—a glow-in-the-dark design—set it apart from anything else on the market. NotOnSunday was tasked with creating a launch pack that showcased the phone’s distinctiveness and elevated the unboxing experience into something truly memorable and immersive.

To achieve this, we worked closely with Nothing’s team to design a high-spec portfolio-style case for the phone. The case was more than just functional; it became an integral part of the product reveal. Our goal was to ensure that the unboxing itself was an experience that reflected the forward-thinking ethos of the Nothing brand while emphasising the phone’s unique features.

The result was a bespoke portfolio box that framed and encased the phone in a way that combined sleek aesthetics with practical design. The unboxing experience was carefully choreographed to build anticipation: recipients unfolded the box and released the magnetic closure by pulling on an integrated ribbon. Each box was accompanied by a UV torch, encouraging users to open the box in darkness.

The UV torch wasn’t just a gimmick—it was a key to unlocking the mystery of the launch pack. Both the exterior and interior of the box were printed with hidden text and messages in UV-reactive foil. These subtle, glowing details hinted at the surprise waiting inside and added an element of discovery to the unboxing process.

With only 1,000 units produced, the Phone (2a) Plus Community Edition was Nothing’s rarest device yet. This exclusivity, paired with the innovative launch pack contributed to its success. The product sold out in just 15 minutes after going live online, proving the power of design and storytelling in creating demand and excitement around a launch.

This project was a testament to the value of close collaboration and bold ideas. By seamlessly blending form, function, and creativity, NotOnSunday delivered a solution that not only protected the product but became an integral part of its narrative. The Phone (2a) Plus Community Edition launch pack was as unique and innovative as the phone itself, ensuring the campaign’s success and leaving a lasting impression on everyone who experienced it.