This smartphone is available with four different cases, each representing a different character. The case leaves only the upper part of the display uncovered, which shows the eyes of the device. Depending on the situation the eyes change, e.g., they look down, when a message has been received. The product’s individual expression is displayed on the outer packaging in order to increase the eye-catching effect. This visually repetitive concept of product and packaging is inspired by the Russian Matryoshka doll. In order to increase the buyer’s emotional experience, pop-up graphics appear when the box is opened.