By using the Audiovox earbuds themselves as eyes of individual characters, JDA, Inc. was able to give each colored earbud package a personality. We even named them: Bodie, Emo, Jay D., Skull Rojo and Zoie Jane.
JDA, Inc. was asked to reinvent the ME brand (Mobility Expanded) so it would appeal to a younger audience.
Key drivers in the earbuds purchased in the $10-$30 range were color and style—not performance. JDA presented a wide array of packaging solutions drawing inspiration from sport shops, grocery stores and skate shops.