Assignment 2
PACKAGING DESIGN
1. ACKAGING BASICS – VISIT TO AN INDIAN STORE, MARKETPLACE OR
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OUTDOOR/ONLINE STORE
4 IMAGES OF FAILURE CASE – LIST OUT REASONS
4 IMAGES OF SUCCESSFUL IDEAS – SAY WHY
Successful Ideas:
iD
iD has come up with many innovations in their packaging.
One such example is in their Vada batter product. It allows one to drop the batter into
oil already shaped according to the traditional shape of a Vada with a hole in the
centre, using a specialised nozzle.
Taru
he packaging design serves two purposes- it uses traditional community art (Gond
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Art) to initiate a conversation about the deep connection between food and culture,
while also creating a new revenue stream for artists by linking them directly with
customers. To further strengthen the interaction between customers and farmers,
each Taru pack carries a QR code that allows customers to see where the product
was sourced from. Additionally, the packaging features the artisan's name and a
platform for getting in touch with them enabling direct engagement.
Chaayos
he packaging of Chaayos is successful due to its unique design, which reflects the
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brand's contemporary yet traditional "desi" identity. The hand-lettered Devanagari
product names make the packaging distinctive and relatable. Additionally, the
packaging is designed to avoid generic tea imagery, instead focusing on creating a
confident brand personality. The design has been reported to significantly boost
product revenue.
Chumbak
humbak uses customised and personalised packaging to showcase its vibrant
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brand identity, helping to build a strong connection with customers. This approach
enhances the customer experience, fosters brand loyalty, and contributes to
increased sales by making each purchase feel personal and memorable.
Ideas that Fail:
he information and ingredients label are badly presented and very difficult to read.
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The claim 3x immunity has been shown to be a marketing gimmick and holds little
scientific value and hence, is misleading .
These days modern consumers expect transparency and detailed nutritional
information to make informed decisions about their diet.
he packaging quality is poor and easily deformable. The choice of colours in the text
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is random and inconsistent. The illustrations for creative visualisation feel out of place
and do not go well with each other
he packaging for these biscuits does not protect the contents adequately and nearly
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every unit had crumbled biscuits. The packaging cannot keep the biscuits fresh
either, once opened.
Toothpaste
he packaging includes an outer box that gets thrown out immediately before use
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leading to waste of cardboard and paper. It is difficult to gauge the quantity of the
toothpaste remaining, especially when nearing completion of the toothpaste. It is also
difficult to squeeze out the toothpaste towards the end of its life, which is
inconvenient.
2. HAT IS A TRIPLE LAYER PACKAGING? GIVE AN EXAMPLE OF A GOOD AND IDEAL
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P RODUCT DESIGN WITH IMAGES OF TRIPLE LAYER
riple Layer Packagingtypically refers to a packagingsystem that uses three
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distinct layers to protect, preserve, and present a product. These layers are often
classified as:
1. Primary Packaging: The layer that comes into directcontact with the product.
The main purpose of primary packaging is to protect, preserve and, in most
cases, make it easier to handle the product.
good primary packaging is one which is completely intact, protects the
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contents, features clear, unambiguous and recognizable branding, and also
draws the attention of customers and attracts them to buy the product.
2. Secondary Packaging: The outer layer that groups multipleunits of the
primary packaged product together. Sometimes, end users and consumers
may encounter secondary packaging instead of primary packaging, typically in
the form of boxes or cases referred to as packs.
econdary packaging usually fulfils two purposes: providing additional
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protection to the products and ease of storage. Secondary packaging may also
be reused or repurposed by the end-users for storage
3. Tertiary Packaging: This is the packaging used forbulk handling, storage, and
transportation. It often includes corrugated boxes, pallets, or shrink wraps,
ensuring that products remain safe during distribution.
he purpose of tertiary packaging is to group large quantities of secondary
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containers into a single unit known as a distribution unit, making them
convenient to load and unload between warehouses and transport vehicles.
Due to their size, form factor and high product quantity, they are generally not
meant to be seen directly by consumers. So, they feature little to no distinctive
branding, often featuring no more than information solely relevant to the
storage facility.
An example of good packaging:
Rubik’s Cubes byGAN
Overall, the packaging that reaches the user has a premium feel
● The primary packaging of the Cube is a box to house the cube
● The secondary packaging is a stylised box consisting of the Cube and other
accessories. The outer design is eye catching making the box worth storing
● The tertiary level packaging is generally a simple cardboard box that serves the
purpose of storing items in bulk and transporting them safely.
3. ick a poor design (according to you, with valid reasons for the conclusion!) of a
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popular Indian product brand and suggest a redesign improvement for all three levels
of packaging. Your output has to be in pencil and paper with colours, properly
photographed or graphic software based.
Redesign of Vicco toothpaste
roblems:
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The existing primary packaging comprises the tube containing the toothpaste and a
cardboard box to hold the tube, to make it easier to stack and transport
However,
● The Cardboard box is thrown immediately after buying and occupies extra
space while transporting in the tertiary level packaging.
● One cannot see the level of toothpaste remaining
● Wastage of toothpaste because squeezing out the last few bits of toothpaste is
very difficult.
● The primary packing typically comprises the following:
○ Outer Layer: Polyethylene (plastic) for durability and printability.
○ Middle Layer: Aluminium foil to act as a barrier against light, air, and
moisture, preserving the toothpaste's freshness.
○ Inner Layer: Another layer of plastic to provide a safe barrier between
the aluminium and the toothpaste.
● This combination of plastic and aluminium makes these tubes challenging to
recycle because most recycling facilities are not equipped to separate these
materials.
The proposed redesign is as follows
● Primary Packaging
● T he tube has flaps on the side that open out. On this is a zip-loc type seal that
can be opened to squeeze out the paste. After using, the flaps can be folded
back and the tube can be made to stand.
● The design of the tube makes it more convenient to squeeze out paste
remaining towards the end, reducing wastage.
● H ere the cardboard box has been eliminated, thereby reducing wastage and
costs
● The material of the toothpaste tube is recyclable and has a high barrier
property keeping the toothpaste safe. The material proposed is Polyethylene
with a film of ethylene vinyl alcohol.
● S
econdary packaging:
The redesigned package has a shape such that the toothpaste tubes can be
stacked in the following manner, reducing space taken up by the package
ompared to the existing design. This reduces transportation costs at a large
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scale.
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ertiary packaging:
This level of packaging stays the same more or less with the toothpaste units
stacked in cardboard crates.
ost Comparison:
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Costs are saved on the cardboard packaging of the toothpaste tubes and on the
transportation and logistics
However, the material for the toothpaste tube may be more expensive compared to the
current packaging, but if adopted widely can be at par with or even less expensive if
recycling of the tubes is done at a large scale.
References:
● [Link]
● [Link]
● [Link]
ong-sang-lee/#google_vignette
● [Link]
udent/
● [Link]
it/
● [Link]
ainable-toothpaste-tube#
● [Link]
y/article/22405852/nice-and-dow-create-recyclable-toothpaste-tube
Image Credits:
● The Hard Copy -[Link]
● GANCube -[Link]
● SpeedCubeShop -[Link]
● Amazon
● Taru Naturals - [Link]
● Chumbak -[Link]
