The Power Mac G5 was the world’s first 64-bit desktop computer and Apple’s most powerful computer among the hero products in the new series of anodized aluminum alloy products, which included the iPod, iSight, and Powerbooks. The packaging was initially engineered for the product to lay on its side (later redesigned to be upright), which resulted in the product images shown on their side as well. After exploring over 25 box designs at half-scale mockups, we landed on a smaller set we created as full-size prototypes to present to Steve Jobs. After several more rounds, the final box was chosen — which celebrated the front and back of the machine as hero images, the profile image used on the top, and the laser-cut G5 lettering (customized numbers) on the other two sides.

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