ECCO Design, a New York based design consultancy, recently completed design work on Geek Squad, Best Buy's private label line of computer peripherals. Originally a "24-hour computer support task force" service, Geek Squad recently extended their brand offering by introducing a line of computer peripheral products. The new line of cables, power supplies, and flash drives is based on the same quirky know-how as the original service brand.

ECCO's role was to capture Geek Squad's unique brand image and physicalize it through the packaging and product design. To help guide the transformation of a service based experience into a physical experience, ECCO defined three key characteristics of the Geek Squad brand: "Simply the Best", "Fun Technology", and "Secret Agent Gear". Different attributes of these characteristics were then pulled together in combination to recreate the brand in physical, product form.

The line of over 20 products, sold at a premium price point exclusively at Best Buy, was introduced during the fourth quarter of 2004.

More info: Ecco Company Profile

Date Posted: February 21, 2005
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