The design of the Apple iPhone™ 3G is widely celebrated and cherished by its owners, much like a sleek sports car. Most protective cases for the 3G conceal rather than showcase the iconic design. So why not create a case that serves as a window for the design while protecting the phone from the wear and tear of everyday use?

This is the thinking behind the Ventev™ Element iPhone 3G case.

“We wanted a crystal-clear material with window-like clarity,” says Jedd Komlos, lead industrial designer for Ventev Innovations.

The clear choice was Naturacell™, a durable plastic with superb clarity and a good sustainability story. Developed by Rotuba Extruders Ltd, Naturacell™ blends a natural-based plastic softener with Eastman™ cellulosics derived from the pulp of softwood trees.

Ventev offers an energy-saving iPhone and iPod charging pack and wanted to extend the sustainability theme to its new line of small cases.

“Combine the sustainability of the case with the packaging made from the fully-recycled paperboard and we’ve got an all-round natural story that differentiates us in the consumer electronics market,” says Komlos.

The Element case is different in several other ways.

One big difference is the surface finish provided by Naturacell™. “It’s very smooth and soft,” explains Komlos. “If you run your fingernails across the surface, they glide as smooth as ice.”

The design allows easy access to all ports, buttons and speakers so the case doesn’t inhibit the use of the iPhone in any way. Adds Komlos: “It clearly defines the shape and the placement of the sensors on the iPhone, creating a technical and advanced look that’s different than anything else out there.”

Naturacell™ also enabled Ventev designers to contour the wall thickness of the case to the shape and size of the iPhone without adding bulk and excessive weight.

“It really is a snug fit,” says Komlos. “We wanted the same shaped feeling you get from holding a bare iPhone in your hand. We didn’t want the case to take away from that great, beautifully thin feeling.

“So we reduced the wall thickness as much as we could and made the bevels and the corners as rounded and honed-down as possible. There are no hard edges; no flat faces. It’s all rounded and beautiful – just like the iPhone.”