Fold it. Place it. View it. With its durable materials and flexible design, the iZel is built to accommodate various positions (and uses) for what are typically hand-held media devices. The identity needed to be technologi-cal but simple. Cool but utilitarian. The solution is a twist on its descriptive name—which is revealed on the web-site through a series of well considered design features. Since its multitudes of uses are one of its biggest strengths, the packaging was engineered to con-vey this while also allowing the user to touch the product and experience its tactile qualities as well as the unique forms of its industrial design.