Young Designers 2011

Boxless Packovation
Design for Retail Experience | PGDPD
C S Susanth
Hindustan Unilever Limited, Mumbai
Re-designing packaging
Boxless packaging
Dental product
Consumer study
My diploma project at Hindustan Unilever Ltd. involved the redesigning of toothpaste packaging. Package is the first point of contact between the product and the consumer. Decisions on FMCG, regarding product selection, are made in a split second at the point of purchase. The package can tempt or put off consumers. Boxless Packovation aimed to offer a revamped toothpaste package to the consumer.

The purpose of this design project was to strike the balance between innovating new ways of toothpaste display and using the right amount of packaging materials. The challenge lay in assessing whether a design solution can be achieved by offering a revamped product and at the same time help improve the impact of packaging on the environment.

The first part of this project delved into understanding the intricacies of current packaging materials, processes and systems involved in the journey of the product from its manufacturing to a consumer. Understanding the consumersí take on such an innovation would follow, for the design had to meet their expectations.

The second part involved innovation of various packaging structures by application of design to get the right mix of product protection and brand communication. This included idea generation, concept development and prototyping to translate ideas into actual packaging design. The outcome was a series of packaging concepts, technical drawings and prototypes that can be translated into actual packaging.

The exposure I got to the industry and a team of professionals made me delve into the finer details of manufacturing, logistics and cost implications. I learnt that not only aesthetics but also practicality and simplicity in design are important in building businesses based on the design.
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