With Microsoft set to reveal Project Natal and the "future" of the Xbox 360 at E3, it may also be looking to refresh its visual branding in the retail space.
A number of retailers and publishers are using box art imagery that bears a markedly different "top strip," as seen above. The new box art can be spotted on a number of titles listed at GameStop.com, including Mafia II and a number of others. While retailers are known for creating mock box art in-house for promotional purposes, sources at publishers and developers have told us that they're seeing similar changes being made internally.
It should be noted that the green "wave" seen on the side of this box art is identical in style to what was used in Microsoft's invites to its E3 press events (seen after the jump). If this change comes to pass, it's not a huge deal, but it may signal a bigger effort on Microsoft's part to change consumer perception of its console.
Recently, Sony made a similar move when it introduced the slim PlayStation 3, changing its font and front-facing appearance of its retail box art.