PACKAGING DESIGN Sarah Das
Product Design
Mazhar Bagasrawala Graphic Design
BUTTER
BRIEF, OBJECTIVE Resolving the issues faced while 1. opening, consuming, and disposing existing butter packages- through a unique redesign.
2.
Enhancing the experience of butter consumption through our design. A more interactive, engaging product should be created.
What’s the Ma(Bu)tter though? 1. Stains Paper 2. Messy Process with box 3. Package too soft to handle 4. Requires transfer for convenience 5. Get’s deformed within pack 6. Cleaning butter paper once finished 7. Requires a bag to be carried 8. Quantity taken not controllable 9. Must be refrigerated to be cut 10. Excess butter on the knife? 11. Can’t store once its deformed 12. Unappetising to eat from paper box 13. No defined method to open
The USER? Anyone! (moderate-high income group)
BUTTER makes you feel... POPCORN BISCUITS BREAKFAST MOVIE BAKING FOOD MOUTHWATERING SALTY
BRICK YELLOW SLICE CUBE MELTED STAINED PATCH MESSY SOFT CLOUD
SIZZLE SMEARING/ TOAST SLURP PLOP/MELTING CRACKLE POP
SALTY CREAMY OILY FLAVOUR UNSALTED
SOFT SMOOTH FROZEN OILY GREASY
What goes on today. Existing Packages
Design CONSTRAINTS 1. Requirement of butter paper or other non-absorbent material within. 2. Quantity of Butter- 500g 3. Lightweight package 4. Material used should be non-reactive to butter & suitable for refrigeration. 5. Clean method of taking contents from package 6. Should not require transfer to another container 7. Avoid requirement of carry bag 8. Spill proof/ Pilfer proof 9. Easy to Grip
CONCEPT // Explorations
CONCEPT // Final The aim of the packaging was to bring in an experience and story to the product. Butter being a milk product, inspiration for the final concept was taken from the old wooden milk bucket. The bucket gives an old vintage look to the packaging and gives the user a feel of where the product has come from and also adds to the organic nature of the product. The bucket like cover also creates a feeling of fascination and curiosity, making the user reach for it if displayed on a shelf in a super-market.
CONCEPT // Final
THE MAKING of...
THE MAKING of...
THE MAKING of...
STRUCTURE breakdown FORMS
STRUCTURE breakdown MATERIALS Body: Wood textured paper (230gsm) lined with greese proof paper on the inside to prevent leakage and greese stains. Cover: Clear Plastic (polypropylene)
VISUAL Board
The NAMES!
BUTTER BRAND
Since most packages today are designed alike, our concept is a redesign of butter packaging itself, not associating with a particular brand. Hence, we decided to brand ‘butter’ as an entity by itself! The tagline comes from the understanding of Butter as a product that acts as a ‘companion’ to other food products- not consumed independantly.
YOUR CREAMY COMPANION TAGLINE
First Design FRONT
TOP
First Design
First Design
FINAL Design After the initial concept, Sarah and I realised that the visual language used was not appropriate to the bucket’s old visual styling. Hence, I developed a new style more apt to the Vintage look of the bucket. I decided to base it on typography and the cow face seen alongside
FINAL Design
BUTTER
≈Rs.150
F AT S CHOLESTROL SODIUM
*A
mo
unt
DUCT OF INDIA
11g 30mg
0mg
CARBS.
0g
PROTEIN
0g
V I TA M I N A
8%
b per se rvin g - 1 T
y m a Cre ON I N A P M O C
UT
TER
T ET
MAKES HINGS B T
250
500
750
GR AM S
(1 . sp
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CALORIES
w. b u
BUTTER NUTRITION
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6
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PRO
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COLOUR Testing YELLOW! 250
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MAKE
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BE S THINGS
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BE S THINGS
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500 750
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We picked the 3rd combination of yellow and brown since its most appropriate to our product, has a friendly voice, and goes well with the wooden bucket!
MAKE
250
BE S THINGS
TT
500 750 GRA MS
Salted
FONTS?
BUTTER
WOODSHOP
10 MONTHS E X P I RY
CHOLESTROL
AFT ER USE, PEEL O PEN FROM WITHIN .
SODIUM
*A
mo
unt
11g 30mg
0mg
CARBS.
0g
PROTEIN
0g
V I TA M I N A
8%
b per se rvin g - 1 T
(1 . sp
y m a Cre
) g 4
UT
TER
T ET
E
R
m
o tterycc.c
w. b u
DIN
100
MAKES HINGS B T
Din condensed breaks the monotony of the label with 750 250its neutral, yet interesting and clear GR AM S ED T appearance. A R E G FRI ww
F AT S
YOUR
B
CALORIES
BELLO
Bello (a script face), adds a casual vibe to the packaging, along with a N friendly tone of voice! COMPANIO
BUTTER NUTRITION
G IN
VE G.
: Pasteurize S T N dC DIE a e S S a E l re t R
am
providing solid legibility and an affirmative voice. 0 1 5 7 0 0 2 2 7 2 0 6
DUCT OF INDIA
M F G . 1 7 -1 2 -2 0 1 5
PRO
FRUTIGER ≈Rs.150 For fine print used on the package,
Woodshop brings the vintage element to our identity.
500
KEEP RE
Salted
BARCODE rules.
BUTTER
≈Rs.150
F AT S CHOLESTROL SODIUM
*A
mo
DUCT OF INDIA
100 11g
ww
CALORIES
w. b u
BUTTER NUTRITION
30mg 0mg
CARBS.
0g
PROTEIN
0g
V I TA M I N A
8%
(1 unt . sp b per se T rvin g - 1
y m a Cre ON COMPANI
UT
TER
MAKES HINGS B T
250
500
750
GR AM S
) g 4
T ET
E
R
6
YOUR
PRO
15700 22720
m o c . tterycc
0
1 0 MO N TH S EX PI RY
B
S: Pasteurized T N E Cre DI Sea Salt E R am G N I
MF G. 1 7 - 1 2 - 2 0 1 5
AT R E G I R F KEEP RE
ED
Salted
THE END PRODUCT.
Thank YOU! FACULTY GUIDES
Paresh Choudhary Manasi Kanetkar