The client wanted to pack raisins covered with chocolate in a small box. As kids are curious and like to play we hade the idea to design a box with a hidden toy. During the ideation process we came up with the idea of making the box a paper toy. The process of bringing to life the concept was very difficult. A lot of technical limitations and parameters had to be taken into account.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This raisins packaging is innovative, as after consuming the product, the packaging can be very easily transformed to paper toys, with out the use of scissors, glue and other paraphernalia. 10 different paper toys are hidden inside the boxes for kids to construct.
OPERATION / FLOW / INTERACTION:
This is a unique interactive packaging that turn trash to toys. This packaging engage consumers as it has a second life. A toy that can be easily constructed by a kid of +4yrs without help from their parents. It's highly creative, collectable, educational and fun.
PROJECT DURATION AND LOCATION:
The project was started in November 2014 in Athens and finished in April 2015.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
During the research phase we collected all competitive products in the world market for study. We soon realised that all of them shared the same motif of packaging artwork.
While trying to work out what we could offer as a gift to lure prospective consumers, bearing in mind the tight production budget, we identified an opportunity in the consumption chain and availed ourselves of it by extending the packaging usage in an innovative way. We reused the packaging paper in a way that kids could make a paper toy out of it on the other side of the box
So, besides the building process of the brand, we had to explore how paper toys were made and identify the pros and cons of the construction process which was a problem solving procedure. Ergo, it was a really multifaceted process.
The packaging had to play a multiple role:
Inform about how healthy raisins are
Be specially designed for kids
Ensure that the free toy can be used over and over again
Have a surprise factor reeling in more repeat purchases from consumers
Have the intrinsic quality to be easily assembled, preferably on the go
Ensure a child-friendly construction
Create a healthy habit for kids
While exploring how paper toys are made, we soon realized a few drawbacks to the construction process that would make the raisins packaging less appealing to the consumer.
So, we had to find a way to eliminate the cons of toy construction in order to wipe out drawbacks and enrich customer experience so that customers would make a repeat purchase.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Box dimensions (closed): 4.2cm x 2.5cm x 7.5cm.
packaging, raisins, paper toy, toys, raisins
We did extensive research on paper toy techniques and styles as was mentioned above. We evaluated the pros and cons of each technique and we had to find the most appropriate way to adapt the paper toy technique.
The major disadvantage to paper toy techniques was that the user would have to use a blade cutter and glue. That was a big disadvantage if we wanted to go the conventional way. Not all families have free time, blade cutters, glue and the paraphernalia at home or while moving around. In the absence of these. the toy contruction would be infeasible. On top of that, it would be such a bind for parents to have their kids pestering them to construct the paper toy as that would mean a waste of considerable time and effort.
So, we embarked on playing around with ideas during the ideation phase, with a view to finding an alternative way that would do away with the conventional cutter and glue. Another key element we aspired our packaging to have was paper toys with a real 3D look coupled with maximum compactness, durabilty and easy assembly.
The final design solution was a result of ample brainstorming and several idea generation methods. After countless sketches and prototypes, we came up with the final working solution.
Quick and dirty prototypes (countless) were made to evaluate if it could be manufactured with the available materials given the budget restrictions before proceeding to the next developmental phase. All the weaknesses of the packaging construction showed up following the alpha prototype creation. We experimented with many solutions before arriving at the optimal solution which was unusual in some cases but functional. The suprise factor requirement was achieved by creating a different paper toy on each box.
TEAM MEMBERS (1) :
Agency: Matadog Design, Creative Director/Designer: Andreas Kioroglou, Designer: Konstantinos Stavrou and Copy: Panagiota K Zangogianni, Sofia Kioroglou, Illustrator: Ioanna Kentri
Design patent (GR), PATENT (GR), Patent Pending (EU).