Client | Pulsate Mobile Brand

[Brand, packaging & POS creative, design and production ]


The new Pulsate Mobile brand and product had a challenging task - to hit the ground running - appealing to youth with credibility from the outset, in a cuthroat market already controlled by a rival telco.

Pulsate had a key group of talented individuals driving the brand internally which made our task far easier - they wanted to look outside the square and wanted something really special.

The final brand, Pulsate Mobile, was a combination of the original logo devised for Telecom's youth sponsorship channel, and the new challenge of being a youth fashion label/ communications product. Pulsate mobile phones needed to be distinguishable from the rest of Telecom Mobile’s products, and more appealing to the youth audience. It exuded style and street cred, espcially when seen with its unique product packaging, appealing to all facets of the music, snow, surf and skate scene simultaneously.

The challenge was to take what was to take a basic mobile phone and give it the aesthetic qualities a youth mobile brand needs.

Breathe delivered an integrated packaging and point of sale solution that gave the product aesthetic appeal and a commanding store presence that complimented the surf, skate and music store environments.

The unique 'embryonic' capsule design alluding to the Pulsate mobile being the 'birth of contemporary communication' created an instant buzz.

As part of the packaging solution, Breathe designed new faceplates that gave the Pulsate Mobile 5120i a major point of difference which set it apart from other Telecom Mobile 5120i phones.