Packaging Nagpur Oranges by Anurag Das

PACKAGING

NAGPUR ORANGES Anurag Das | Graphic Design

Acknowledgment The departmental elective that I had taken up was Packaging. The course was anchored by Ms. Tridha Gajjar and took place for a period of two weeks. The course was throughly interesting as it introduced us to the marketing aspects of a product and how a packaging can make and break a productâ&#x20AC;&#x2122;s identity. We worked with different materials to produce out prototype and finally enhance it graphically to complete the product and make it market ready.

Contents WHY NAGPUR ORANGE? POST HARVEST HANDLING CFB BOXES PRESENT ORANGE PACKAGINGS AROUND THE WORLD HOW ARE NAGPUR ORANGES PACKED MARKETING SCENARIO CHARACTERISTICS OF THE PRODUCT IDEATION AND SKETCHES MOCK UPS FINAL SELECTED FORM TECHNICAL DRAWING WORKING STACKING DIE CUT DRAWING BRANDING VISUAL LANGUAGE PACKAGING GRAPHICS PHOTOSHOOT REAL LIFE SCENARIO

Nagpur orange is a variety of orange grown in Nagpur, Maharashtra, India. It is rustic and pockmarked exterior which is sweet and has juicy pulp. It gives the city of Nagpur its pseudonym Orange City. The Geographical Indication was applied for Nagpur Orange with the registrar of Geographical Indications in India, and is effective as of April 2014.

Why Nagpur Oranges? The reason for choosing a Nagpur Orange to package was primarily for the reason of marketing and promoting the fruit, which is losing out on its sales because of a not so effective marketing. As told by Milind Akare, MD, MSAMB(Maharashtra State Agriculture Marketing Board), â&#x20AC;? farmers are not getting remunerative prices in the absence of a effective marketing and distribution system. The export facilitation centre that has come up at Karanja Ghadage (in Nagpur) aims to fill this gap.â&#x20AC;? So focusing on the present problems as stated, I had taken the idea of choosing the Nagpur Orange as the product to package.

Post Harvest Handling Mechanized process of mandarin fruit sorting, washing, wax coating and grading The process was standardized with respect to flow of fruit on 30cm wide roller conveyor, quantity needed and discharge of soap / detergent / disinfectant and plain water to wash the fruit, wax type and its discharge, fungicides to be used, quantity and discharge, grading and its speed for optimum grading. Damage to fruit was evaluated and ways to minimize damage were developed. The stage of fruit maturity fit for handling on packing line, drying temperature and time for optimum drying of wax coating were worked out. In order to reduce water loss and to improve appearance, various coatings have been tried. Effects of packaging material on storage life The packaging material viz. wrappers and cushioning material did not affect extent of decay. Higher weight loss in wire bound boxes and bamboo baskets indicated that these containers are not suitable for packing. Packaging in fibre board box + paper board cushioning was on par with conventional wooden box + rice straw cushioning with respect to fruit appearance, weight loss and decay. Hence CFB boxes are the better choice due to their several advantages over wooden boxes.

CFC Boxes Corrugated fiberboard is a material consisting of a fluted corrugated sheet and one or two flat linerboards. It is made on “flute lamination machines” or “corrugators” and is used in the manufacture of shipping containers and corrugated boxes. Advantages Edge crush test Burst strength Flat crush test Bending resistance Impact resistance Cushioning, shock absorption Tear resistance

Present Orange Packagings around the world

Packaging of Nagpur Oranges

The present packaging scenario for nagpur oranges is that they are packed in corrugated cartons in dozens which are sold for different prices according to the sellers. The oranges are manually sorted and quality checked before putting them in the boxes. The cartons lack a proper branding and are only used for a bulk purpose. There is no provision of a packaging for oranges less in number.

Marketing scenario The marketing scenario for my packaging is to act as a souvenir for tourists who come to visit India or places clse to Nagpur. The oranges are given to these customers as souvenirs when they come for the visit. These oranges will be of a smaller quantity for promotional purposes. They are to popularise the Nagpur oranges and promote tourism too.

Design Brief Design a packaging for Nagpur oranges such that they can act as souvenirs to promote the fruit and enhance the state tourism.

Keywords Promotional Welcoming Interesting Exclusive

Characteristics of the product

The Nagpur Orange Type : Mandarin Diameter : General 50 â&#x20AC;&#x201C; 69 MM Vitamins : C, A and B Appearance : Mature fruits generally harvested from the tree using machines, and thus may sustain minor, superficial injuries. Such small abrasions on the fruit surfaces, however, do not influence the quality of the fruit. Fresh oranges have bright color, devoid of any wrinkles on the skin, should feel heavy for their size, and impart sweet aroma. Life : Oranges can be kept at room temperature for a week or so. They can keep well for up to two weeks inside the fruit/vegetable compartment of the home refrigerator. Keep them loose in a fruit container and place in cool place away from excessive humidity as they tend to catch mold infection early.

Packaging Ideation and Sketches

The sketches of the ideas were made keeping in mind the space conserving attributes of the packaging and also the material conservation aspects.

Packaging Ideation and Sketches

The sketches of the ideas were made keeping in mind the space conserving attributes of the packaging and also the material conservation aspects.

Packaging Mock-ups

The mockups were made in a 1:1 scale ratio using white Ivory sheet and corrugated sheets.

Final Form

Basic Silhoutte Exploration

Basic Stacking Exploration

Final Selected form The final selected form was a hexagon because it is one of the most space conserving silhoutte amongst the basic shapes that can store an orange. It is also one of the natural shapes found in organic sturctures. It is also stacking friendly as a shape.

Prototype Surface Development

crease marks

crop marks

Technical Drawing of the prototype

Front View 1 cm

8 cm

1 cm

4.2 cm

Side View 4.2 cm

Top View

Prototype construction

The prototype was made using white Ivory sheet and shown above are the single pack and a pack of two.

Prototype working Step 1

Step 2

Step 3

apply pressure on the slit strips Step 6

Step 5

Step 4

the strips locking the outlet

The locking mechanism of the pack is explained above in steps. The orange is stored inside the box and the slits provide a lock which doesnâ&#x20AC;&#x2122;t le the orange fall off from the pack.

Stacking

The stacking of the hexagon pack is done in this manner.

Prototype Die Cut Drawing

The above is the given drawing which can be sent for die cutting. It is the die cut drawing for the primary packaging which will contain the oranges.

Prototype Die Cut Drawing

The above is the given drawing which can be sent for die cutting. It is the die cut drawing for the secondary packaging which will act as a cover for the primary packaging.

Branding Logo type explorations

Nagpur Oranges

NAGPUR ORANGES

Nagpur Oranges

NAGP UR O R A NGE S

Nagpur Oranges

NAGPUR ORANGES

RANGE Nagpur

Typefaces

Nexa Bold

Garamond Bold

ABCDEFGHIJKL MNOPQRSTUVW XYZ

abcdefghijkl mnopqrstuvw xyz

abcdef ghijkl mnopqrstuvw xyz

The quick brown fox jumped over the lazy dog.

Branding Logo type explorations

Nagpur Oranges

NAGPUR ORANGES

Nagpur Oranges

NAGPUR ORANGES

NAG PUR OR ANG E S

RANGE Nagpur

Color Variations of the selected logo

Final Logo Specifications

EBDF83

F3733A

38B449

Nexa Bold ABCDEFGHIJKLMNOP QRSTUVWXYZ

abcdefghijklmnopq rstuvwxyz

The quick brown fox jumped over the lazy dog.

Logo usage The logo can be used in the packaging and other branding purposes. The logo should be used keeping the mentioned distace around it.

2F9E40

FBAF3F

7B6F4F

Visual Language of the packaging The visual language of the packaging was inspired from the Gond art as Nagpur was founded by Gondis, so preserving the history of the town I took it up as an inpiration in the style of illustration to be followed. The pack was to act as a narrative showing how the oranges are plucked in the Nagpur orchards and finally packed and transferred.

Gond Art paintings

Packaging Illustrations The illustrations to be used for the packaging are vector based using the gond style of tribal art with a little improvisation. The colors were kept bright and easy to capture the eye.

Packaging Graphics Nagpur oranges as a brand brings you the best of oranges handpicked from the orchards of Nagpur, the countryside rustic fruit which is disfigured with pockmarks gives a tangy sweet taste having a juicy pulp in it.

Best before 7 days from purchase. Store at a cool and dry place.

Contains: Pack of 3 mandarin oranges. Acid Content: Vitamin C.

way to the heavenly orchards of Nagpur. MFD. BY MRP. PKD

Nagpur Oranges Pvt. Ltd. Rs. 50 Inclusive of all taxes. 02/16

experience of enjoying an orange sitting in a orchard and relishing every bite. Enjoy the aroma the feel and peel your Every orange is handpicked and cultured to ensure you the

Handpicked just for you

Made in India

Relish the best handpicked oranges from India.

100 % Fresh

Nagpur oranges as a brand brings you the best of oranges handpicked from the orchards of Nagpur, the countryside rustic fruit which is disfigured with pockmarks gives a tangy sweet taste having a juicy pulp in it.

Contains: Pack of 3 mandarin oranges. Acid Content: Vitamin C.

MFD. BY MRP. PKD

Best before 7 days from purchase. Store at a cool and dry place.

Nagpur Oranges Pvt. Ltd. Rs. 50 Inclusive of all taxes. 02/16

Handpicked just for you

Every orange is handpicked and cultured to ensure you the experience of enjoying an orange sitting in a orchard and relishing every bite. Enjoy the aroma the feel and peel your way to the heavenly orchards of Nagpur.

For complaints, contact quality manager (A) at Nagpur Oranges Pvt. Ltd.,37, Rabindranath Tagore Marg, Civil Lines, Nagpur - 440001. Toll Free no. 18003458007. email: orange@nagorange.in

Secondary Packaging Graphics

Primary Packaging Graphics

Made in India

Relish the best handpicked oranges from India.

Packaging Specifications The packs which were created consists of 3 oranges in it. These packs could be marketed by luxury hotels as a souvenir or a return gift when tourists come to visit India or places in Maharashtra.

Material Suggestions: The primary packaging should be made using Corrugated Fiberboard, as it provides strength and enough breath-ability for the oranges. The secondary packaging can be made using White Carton paper of 300 GSM. The packaging being made of paper is completely recyclable and bio degredable. The printing of the packaging can be done using Digital Offset Printing to ensure color retention.

Pricing: The pack of three oranges are priced at Rs. 50 inclusive of all taxes.

Packaging Photoshoots

The Packaging in a scenario

The packaging as it serves as a commodity in real life. The packaging would be kept in the beds of luxury hotels for visitors to enter and relish on these fresh oranges which they can later inquire of thus creating an awareness of Nagpur Oranges and increasing the promotional value of the product.