Before we dive in, I want to emphasize that this community post is one of three channels @AndreaCopellino and I have used to share the message we’ve been passionately working on for the past six months:
As mentioned by @Carl and confirmed by @RohitPakalapati on X, we decided to leverage the Nothing.community to fully explain our project in detail and gather comprehensive feedback from the most enthusiastic Nothing users.
Confident in the incredible potential of this project, we’re ready and available to collaborate with the Nothing team to explore and refine every aspect of this concept further.
Question: Have you ever wondered why unboxing our favorite tech products often feels… incomplete?
Nothing has always been one of the few companies daring to shake things up—even when it comes to packaging. From making us tear open the boxes of their devices to creating minimalist, eye-catching designs, they’ve turned unboxing into an experience of its own.
Yet, there’s something fascinating: people are unwilling to throw these boxes away. Most of users carefully collect and keep them for years.
This trend speaks volumes about brand perception. Since Nothing puts so much effort into crafting unique tech products—both in design and user experience—people feel a connection to that passion. It extends beyond the devices themselves to even the smallest elements. And, as Apple taught us, boxes can become an integral part of a brand’s ecosystem. Nothing is no exception.
This physical attachment reveals how even the simplest element tied to a brand rich in personality can gain inherent value. Even a torn box shows there’s an untapped opportunity to offer users something cooler, more meaningful.
Apple capitalized on this concept for years by including stickers in their boxes, adding an extra layer of excitement to their unboxing experience. However, in 2024, they decided to discontinue this tradition. The stickers had become outdated, misaligned with their evolving brand approach, and not particularly eco-friendly due to their plastic material. Their disappearance felt inevitable, and few were surprised when it happened.
Yet, this decision has left a void—an opportunity for a forward-thinking brand like Nothing to step in. By introducing an element perfectly aligned with its identity, Nothing could redefine this space with a fresh, meaningful and innovative approach.
THE NOTHING COMMUNICATION PROCESS
When you think about Nothing as a brand, you probably think about 2 specific characteristics:
1. They Feel Like a Human Company
Nothing stands out as a brand that embraces humanity and authenticity. They consistently strive to communicate with their community, involving them in exciting projects, innovative initiatives, and rewarding tools—even when the odds aren’t necessarily in their favor.
Example 1: Their forward-looking approach and risk-taking with new means of communication.
From the very beginning, Nothing has shown its willingness to explore uncharted territory. A perfect example is the Dots NFT project, an initiative aimed at rewarding early adopters and investors. This wasn’t just about jumping on the NFT trend; it was a way to recognize and reward those who believed in the company when it was still a fledgling startup.
Example 2: Their new perspective on the role of the customer base.
Nothing doesn’t just create for its community—it creates with them. An example is the Nothing Phone (2a) Plus Community Edition, a smartphone entirely co-created with the talents within their user base. This device is more than just a product; it’s a manifesto. It tells the world that Nothing values its community not as mere customers but as collaborators. By integrating fan art, ideas, and direct contributions, Nothing boldly redefined the relationship between a brand and its followers.
Through these initiatives, Nothing demonstrates that they are not just a tech company—they are a community-driven brand that believes in the power of collaboration and shared creativity.
2. They Want to Show Why Their Products Matter
Nothing doesn’t just create tech; they tell the story behind it. The brand is committed to showcasing the purpose of their products, the people behind them, and the process that brings them to life—down to the smallest design details.
They Love Doing It IRL:
At Nothing’s product launches, they go beyond standard presentations. Instead of rushing through announcements, they invite the designers who worked on the product to take the stage. These designers talk in-depth about their creative decisions, sharing the thought process behind every aspect of the design—without worrying about fitting into traditional launch event time limits.
They Love Doing It Online:
Nothing extends this storytelling approach to their digital platforms. On their official nothing.community and YouTube channel, they frequently feature Q&A sessions with Nothing employees. Every single question that could provide valuable insights is addressed, offering the user base a transparent look into the development process. Moreover, they encourage interaction, actively responding to comments and fostering an open dialogue with their audience.
This unique approach makes Nothing’s products feel personal and meaningful, bridging the gap between the brand and its community in a way that few others do.
A Transparent Communication Strategy
What becomes evident is that Nothing’s sense of transparency isn’t limited to their device design; it’s deeply ingrained in their communication strategy. They’ve cultivated a genuine connection with their audience, which is a defining strength of the brand.
One of the most powerful signs of this commitment is their decision to appoint dedicated Community Board Observer (CBOs)—like @RohitPakalapati in 2024 and @adbo in 2025—whose primary focus is keeping the community’s voice alive and thriving.
Additionally, Nothing ensures that the community engages directly with employees from key sectors of the company, such as:
Mladen Hoyss (Software Creative Director)
@Ryan (Senior Director, Brand & Creative)
Tim Holbrow (Chief Financial Officer)
This strategy not only strengthens the relationship between Nothing and its users but also gives a voice to the community, allowing them to engage with the very people responsible for shaping the brand. It’s this level of openness that fosters a sense of belonging and trust, making the Nothing community feel more like a partnership than a one-way communication channel.
THE MISSING UNBOXING PIECE
It’s clear by now that Nothing wants to communicate with their community, sharing its vision and passion. However, Andrea Copellino and I were among the first to recognize an empty spot that could undoubtedly succeed in bringing users even closer to the company’s culture.
While Nothing’s social networks and official Community do this perfectly, the products themselves are missing this great opportunity: not only are they already precious elements for users, as seen before, but they could also house something that would both explain the product and provide that genuine feeling of passion that the brand loves to embed in everything they do.
When Andrea and I thought about this concept, we felt like we had finally connected the dots.
NOTHING CARDS
The cards are the tool that could offer NOTHING the best solution to elevate the unboxing experience to levels never seen before in the tech panorama. And we have 3 main reasons we think this could work:
Nothing will stay true to its communication and community cooperation principles.
They are small (meaning they can easily fit into Nothing’s compact packaging).
They are affordable (translating into a low-risk investment).
THE CARDS AS A MEANS OF COMMUNICATION
It’s no secret that the company already uses cards to promote their products, even linking their product codenames to Pokémon. They display these cards on the wall to represent their product lineup. @Rob ⚡️ , @LewisHopkins , and @Mattia ☀️ have shown how elements from this nerd culture align perfectly with the company’s identity, which has always been strongly influenced by Japanese culture (remember when Nothing appeared in an episode of Jellyfish Can’t Swim in the Night anime?).
This demonstrates how Nothing has truly understood the media of the future: cards, anime, mangas, and videogames. These elements help convey a positive message, targeting millennials and Gen Z users who can fully relate to these products.
Moreover, the fact that we’re mostly talking about physical products underscores that the allure of physical items remains unmatched. While services like Pokémon TCG Pocket challenge this idea, it’s clear that collections driven by hype and FOMO reinforce the growing concept of “we don’t own anything.” If people are returning to old iPods, buying CDs, and purchasing physical products, it’s because the feeling of never truly owning anything is becoming more prominent.
We are beings connected to the physical, and physical products will always be the ones that bring the greatest joy in terms of truly owning something.
The act of collecting empty product boxes proves this point.
CARDS ARE small, CARDS ARE AFFORDABLE, CARDS ARE ECOFRIENDLY
Since we want this project to succeed, we’ve considered that, from a logistic standpoint, including a gadget inside a box should be done in the least intrusive way. Cards are the least invasive and most original method to include, within their products, what to this day can only be found on Nothing’s YouTube channel and community: behind-the-scenes content and in-depth looks at Nothing’s products.
That being said, the logistics should be easy to manage (the card can fit within the instruction manual space of the smallest Nothing product, the NOTHING ear). The economic aspect should also be fine: cards are simply cool pieces of paper. Nothing less, nothing more (whoops). We believe they would be the least invasive when considering spending and reviewing costs.
Finally, considering Nothing’s strong focus on sustainability, we believe these cards stand out as one of the coolest and most eco-friendly additions to the unboxing experience. Of all the ideas one could come up with to elevate the unboxing or product interaction, this concept offers the best balance between minimal environmental impact (being just pieces of paper) and sheer "wow factor.
HOW NOTHING CARDS WORK
Since we believe great ideas should be easy to explain, let’s dive into how we envisioned NOTHING cards:
Each Nothing device will include a card dedicated to it and its specific color variant.
- Important: There’s no rarity that could generate FOMO or resale/return issues tied to a single card. All cards are automatically included with the corresponding product. People won’t buy a product just to get lucky and search for a rare card, as the pull rate will always be guaranteed.
Each Nothing product will include a card placed inside a semi-transparent paper sleeve. This design choice enhances the unboxing experience by subtly revealing the card and sparking curiosity. It also reinforces the omnipresent transparency theme found in Nothing products. The semi-transparent sleeve allows users to catch a glimpse of the card, giving it a distinctive and exclusive role while transforming it into a unique element of the box art.
DESIGN
The overall design features rounded corners, as we believe they better complement the rounded elements integrated into the card template.
We’ve chosen to stick to standard dimensions (63mm x 88mm), the same size used for Magic: The Gathering and Pokémon cards. This allows us to take advantage of protective sleeves already available for other trading card systems, making things simple and hassle-free.
Now, let’s dive into a detailed analysis of the front and back of the card.
Front
[1] A Physical Hole in the Top Left Front Corner
We thought a hole in the top left front corner would be the best way to replicate the concept of transparency in a product like a physical card. The circle dot shape was chosen to reference Nothing’s favorite symbol, used in every one of their products.
As you will see on the back side, the hole in this specific position helps establish a clear template for all the cards, giving them a sense of belonging to a specific series.
[2] The NOTHING® Trademark
Since the Nothing cards will be an official Nothing product, we decided to feature the official N-Dot trademark on both the front and back sides. The placement is aligned with the circle dot hole, creating a harmonious template composition across the front sides of all the cards.
Additionally, whenever a card is designed by a specific artist, community member, or team, their name will appear after a “|” divider (e.g., “COMMUNITY,” in the case of the Nothing Phone 2a Plus Community Edition).
[3] The Full Art Illustration
The main card features a full art design, with the illustration covering the entire front surface. We chose to dedicate as much space as possible to the art, as it plays a key role in enriching the user experience.
The illustration could include a prototype image, sketches before the product release, an art piece dedicated to the product by an artist, or even a marketing campaign frame (as seen in the example above). Whatever it may be, it will always be directly tied to the product itself.
As you’ll see on the back, a detailed description will accompany the art, offering more context.
Finally, each card will have a specific holographic effect to ensure that the first interaction with the card feels premium and elevated.
[4] The Card Name
In line with traditional trading cards, we decided to place the card’s name in the official Nothing Serif font, which is now even more prominent in Nothing OS 3.0.
The name is positioned at the bottom of the card, ensuring the full art can have the most impact. The name is directly linked to the artwork, sparking curiosity in the user’s mind, and identifying the specific edition or color version of the product the card is dedicated to.
[5] The Stock Product Name
Just like in every trading card system, it’s essential to provide the subject stock name. Here, we chose to include the product’s standard name to help the user identify which product series the card belongs to. In this example, the reference is to the Nothing Phone (2a) Plus, which is the product the card is dedicated to.
Back
[1] The Physical Hole We Mentioned Before
As you can see, the hole helps give the back of the card a specific template composition, filling a space that would have otherwise been left empty.
[2] The Stock Photo of the Card’s Product
The purpose of this photo is simple: it provides the user with clear information about the product version referenced by the card, including its color.
Additionally, it creates a sense of asymmetry in the back design, making the card stand out and recognizable among all the other cards.
[3] Product Metadata
We decided to place the main product-related information at the top of the card. Here, you’ll find the full official name of the product species, followed by a brief but interesting note with the iteration number, the color version, and the official release date.
[4] Card Codename
Just as Nothing uses codenames for all their products, even down to simple items like the transparent Phone (1) cover (C331), we decided to follow the same approach for the cards. This helps make them feel part of the real Nothing ecosystem.
The card will feature the main product codename, followed by a “C” (card1, card2, etc.) and a number. This system ensures the codename is consistent across cards, while still linking each card to the corresponding product.
This structure also allows us to introduce special editions with new colors by adding a new number when a new version is released.
[5] Description Box
Here, the user will find the added value of the card. This section will contain a detailed text that explains the content of the front illustration art. We’ve given the text enough space because we believe this is the most important part of fully explaining the concept behind the card.
The box is surrounded by a dashed line to improve composition and indicate the length the text should adhere to on each card.
[6] The Colored Dot
Inspired by the back of Nothing product boxes, we’ve decided to include a colored dot near the NOTHING Technology Limited trademark. This dot will identify the category of the product the card is dedicated to:
Smartphones will have a 🔴
Audio products will have a 🔵
Accessories will have a 🟡
Wearables will have a 🟢
Like the card codename, this colored dot adds an element of mystery and curiosity for those who may not understand its meaning at first. We’ve chosen the same circle shape that appears in almost all Nothing products (for example, the colored dots on the Nothing ear to distinguish left and right earbuds).
The dot also serves a compositional purpose, creating symmetry with the top-right hole, which has the same dimensions and is placed symmetrically on the opposite corner.
The Community Opportunities with Nothing Cards
As explained earlier, the main goal of this project is to present original products like those from Nothing, without in any way diminishing their collectible value, while providing the user with infos they actually want to explore and understand.
As we explored the project, we identified several exciting new opportunities along the way.
- Special Invitation Tickets:
While we consider each card exclusive to its corresponding product, we could also introduce a special ⚫️ black dot category. These versions of the cards could be given out at live events or pre-sales, creating real tokens of participation.
Cards could be used for community collaborations. They could serve as canvases for the community to design the art for the next upcoming device, offering new collaboration opportunities (for example, designing wallpapers for future devices could result in an official Nothing card featuring the artwork). At the same time, black dotted cards could be used as gifts or prizes for contest winners within the Nothing community, with special cards being printed for these occasions.
In line with Nothing’s company culture, we’ve seen previous collaborations with new media formats (like the anime appearance). The card art itself could be created in partnership with artists from other fields, such as a renowned comic book artist or even a designer from within the company. This would offer unique insights into the product and foster a deeper connection between the artist and the product.
This could also lead to exciting new interactions between the company and its community, with fans eager to ask the artist or product designer to sign the card. Imagine having a card dedicated to the Nothing OS 3.0 UI, personally signed by Mladen Hoyss himself.
CARDS ARE NOT THE NEW COMPANY PRIORITY
Andrea and I, while super excited about this project, want to stress a point we can’t emphasize enough: Nothing cards should not be viewed as a core element of the Nothing product strategy.
While we definitely see their collectible value, their role would be more about providing additional details about the product they are linked to. Think of them as being on the same level as the instruction manual, just in a much cooler way.
Cards have always been dedicated to significant figures, whether real or fictional, and having a card that certifies the value of a product is the key message we want to convey.
“Create the things you wish existed”
We want to conclude this post with a tweet from Carl that completely resonated with the project we’ve been working on since June 2024.
As mentioned in the first part of this post, we truly believe this project has almost no downsides, while the pros are incredibly strong. But, of course, the real value comes from your positive feedback. If this idea truly resonates with the Nothing community, we could be talking about a project that can become a reality.
I highly recommend you check out Andrea’s English YouTube video, where he explains the whole idea in more detail:
Special thanks to @AndreaFanelli and @Palmix Art 🇮🇹
