In an ideal scenario, we shouldn’t judge a book by its cover. But in this not-so-ideal world it is all about packaging. Game Changers, Innovative Packaging Design , a slim book by Manjushree Technopack highlights the fact. The brands that boast not just slick but also convenient and now eco-friendly packaging, which is the need-of the hour, features in the book.
“Packaging makes it interesting for a consumer. The innovations which make a product look attractive and also practical becomes exciting for a buyer,” says Vimal Kedia, Managing Director of Majnushree Technopak. The businessman cites the example of Tide pods. Intending to ease the burden of carrying a heavy detergent container, Tide came up with pods with each one of them bearing a mix of cleanser, brightener and softener. Each pod is enough for one wash. Drop the pod along with your clothes into the machine and the pod releases the detergent. People found these three-in-one laundry solution so attractive that Internet got flooded with eating Tide pods memes late last year. It is all about good ideas feel Kedia who points out the existence of mineral water pods. “They don’t leave behind any packaging residue and more importantly don't add to plastic floating around in the world,” he observes.
Interestingly, the book includes several examples of eco-friendly packaging like Pringles, the potato crisps stacked in a reusable paperboard tube, clever little bag for packaging sneakers by Puma. Made of non-woven plaster, the bag is reusable and recyclable. Apparently, it has saved Puma 275 tonnes of plastic. Nissin's newly launched microwave cup noodles also draws attention on account of its shift from foam cup to microwave-friendly packaging. The move enables the company to cut down its carbon emissions.
Coming to those who have seamlessly blended practicality with attractive design, one can zone in on Chai Point's Chai flask. While the heat-retaining cardboard keeps tea hot, five-layered pouch inside is meant for hygiene. The handle adds to convenience by making it easy to lift and pour tea. Their food boxes for home-delivery are also biodegradable as they are made of bagasse, fibrous remains of crushed sugarcane stalks. Talking of convenience, Kedia highlights Guerlain lipsticks which comes with a built-in twin mirror and Maggi Moment Mahl instant soup packaging. The soup is packaged in a pouch that can be had from the pouch itself once turned into a convenient cup upon squeezing the bag.
Since the subject is visual, the book has visuals in the spotlight with each of the 35 brands accompanied by a fun and informative text. Unfortunately, the book is not going to be available in public domain. Manjushree has done the book for the packaging industry to enable them to keep abreast of latest innovations taking place in the sector. “It is not for commercial purpose. We are sending the book to the brands we have worked with. The general public may not understand its value but these changes matter a lot to those from this field. Also, for something like this one needs to take permissions from the concerned brands and that would have taken lot of time.”
