Hit

An interactive packaging concept that doubles as a hitting target. Once opened, you remove the racket, set the box upright and hit through the circular cutout. It encourages reuse rather than disposal, giving the box a second purpose beyond packaging. On the front, a heart-shaped card inspired by tennis scoring's first word "love" opens to reveal the concept and explain how the product works. It captures both the action and experience while expressing the club's values of creativity, connection and community.

Type: Packaging
Year: 2026
Material: Recycled cardboard
Concept: Reuse · Play · Community

P00

The Problem

Packaging · Reuse · Brand

Most packaging gets opened once, and then thrown away.

The brief asked us to choose a reference packaging structure, study its grid and form, and adapt it for a product of our choice , balancing brand expression, precision and environmental consideration. HIT is the answer for an exclusive tennis club: an interactive package that doubles as a hitting target once opened, giving the box a second life and turning unboxing into play.

Move 01

Open the box and remove the racket.

Move 02

Stand it upright on the court.

Move 03

Hit the ball through the cutout.

How might we design packaging that protects, expresses a club's identity, and earns a second life as part of the game?

P01

Inspiration

Court · Net · Love

The moodboard pulled together tennis club identity , Wimbledon greens, clay court tones, hand-drawn rackets and the heart-shaped “love” of tennis scoring. Reference packaging structures showed how a tag, a window and a printed pattern could carry an entire brand story.

HIT inspiration moodboard, tennis packaging, posters, courts, ball tubes and heart-shaped graphics — Moodboard · Tennis identity, packaging structures & graphic language

P02

Ideation

Sketches · Form & interaction

The idea started from the hitting target: a hole in the box to aim for. From there, sketches explored shapes and forms , a tag silhouette, ball-dispensing tubes, autograph displays , until the final racket-tag form emerged. The point count in tennis starts with “love”, so a heart-shaped card on the front opens to reveal the concept.

HIT ideation sketches, exploring hitting target, racket tag form, heart card, dispensers and autograph display — Hand sketches · Form, interaction & graphic concept

P03

Development

Cardboard iterations → Final

The prototype evolved from a rough cardboard mock-up wrapped around a real racket, into a clean white study model, then a refined kraft tag with the heart cutout, a first painted version, and finally the two colour-ways , black and Wimbledon blue , that test how the printed net, ball-heart and wordmark sit on the form.

HIT prototype evolution, from rough cardboard mock-up through white and kraft study models to final black and blue painted versions — 01 · Cardboard iterations · rough mock-up → final colour-ways

HIT final prototype, made with thick paper and intended to be produced in medium-density cardboard, holding a real tennis racket — 02 · Final prototype · thick paper, intended for medium-density cardboard

P04

Dieline

AutoCAD · Reference → Adaptation

A reference packaging dieline was studied for its grid, fold lines and tab structure, then adapted in AutoCAD into the HIT tag form , with a circular hitting cutout, a side window for the racket and a heart-shaped opening for the “love” card.

HIT dieline, reference packaging structure on the left adapted into the HIT tag form on the right with circular cutout and heart opening — AutoCAD · Grid, folds & cutouts

P05

Render

Clay court · Final scene

On the clay, between the balls.Packaging that earns its place on the court.

HIT package standing on a clay tennis court with racket emerging from the top and tennis balls scattered around — Final render · HIT by Elle's Tennis Club, on clay

HIT package laid on a dense bed of tennis balls, racket handle exposed

HIT package resting in a wire basket of tennis balls on clay, viewed from above