This is an exploration of packaging tape designs that could be applied in an “evergreen” way across the EU. Developed independently while working on other projects at Amazon, the concept reimagines tape as a brand touchpoint rather than a purely functional element, while navigating the significant print and production restrictions inherent to this medium.

The first two designs highlight Amazon’s key benefits in a fun, energetic way, with messaging appearing along the tape to showcase what Amazon offers beyond shopping. The final design focuses on Prime’s fast delivery, using a speeding van to reinforce speed and reliability.