Roxio’s previous packaging system relied on a cluttered, fragmented, and confusing design that subverted the company’s efforts at brand recognition. Though it successfully addressed the enthusiast, the package’s message was too complicated and technical for the general lifestyle consumer. With a literal approach to technical features, such as flying CDs and numerous graphics of a range of technical devices, the product packaging confronted the general consumer with a disorganized and highly technical challenge at the point of purchase.