The cell phone business is growing increasingly in the field of mobile services. Service provider Base is following this trend by combining their SIM cards with a welcome package, comprised of an instruction manual (CD) and a gift. The aim of this design project was to create a premium package, underlining brand value and conveying the BASE image as a modern ”community”. We gave the design a high-quality, modern look and feel, and also created a new purpose for the packaging: BASE customers should find it so attractive that they choose to reuse it, thereby prolonging contact with the brand and providing a longer-term vehicle for brand communication and brand identification.