Derrick Lin


Design: Ayush Dubey
Location: India
Project Type: Student Project
School: MIT Institute of design
Tutor: Samrudha Dixit
Packaging Contents: Liquid detergent
Packaging Substrate / Materials: r-HDPE(recycled high density polyethylene)
Printing Process: Flexography for the bottle label

Surf Excel by HUL(Hindustan Unilever) is a major detergent company in India which has maintained a pretty good position in the market. Many people in India refer to detergent as just “surf” while buying detergent.

Over the years surf excel has made various kind of detergent product liquid detergent being one of them. The main focus for this project was to redesign the packaging for the surf excel liquid detergent bottle which satisfies the following areas:-

  1. Ergonomic
  2. Replacing the need of 2 caps
  3. Removing the problem of dripping liquid which is left after pouring out the liquid
  4. Clearing the doubt for each variant of the liquid detergent.

This bottle was redesigned in order to clear the above mentioned points. Even though it might/might not clear the problem to some extent but this solution seems descent enough. With the round design it clears the stress from the wrist while also not slipping from the hands while they are wet.

The redesigned top part of the bottle prevents the liquid to drip after pouring. The cap has a marking which measures 25ml (the correct quantity for cleaning certain amount of clothes). Instead of having a separate measuring cup and a scrubbing cap, just one cap has been provided doing both the work. The cap is expected to be made of PP(polypropylene) plastic or r-PET(recycled polyethylene terephthalate).

The bottle will be available in 500ml and 1litre variant).

The colour code for the other two variants of the bottle i.e. Top load(green) and Front load(purple) was changed so that the user can identify just by the colour of the bottle and not searching for it on the product label.