CHUPL Packaging

Designer: Niteesh Yadav
Project Type: Produced, Commercial Work
Client: Tim Sebastian
Location: India
Packaging Contents: Footwear
Packaging Materials: Recycled Paper

The project was to design a packaging which reflects the raw and handcrafted aspects of the brand and its promise to create an impact in the society. CHUPL, is not just a brand but it an initiative to take responsibility- making better future, the junk tires are repurposed to create the sole of the footwear and the revenues generated go to Himalayan Hope Children’s Home project.

What’s Unique?
The deliverables which were mentioned in the brief were box packaging, hang tags, display stand, and posters. As a designer it was my responsibility to comply with the brief but I had something else in my mind, totally redefine the brief so that it conveys the brand message in a responsible manner- this is what CHUPL is all about, being responsible for your actions.

My solution was to zero down the whole thing into the essential elements since we were talking about sustainability and if we are ones who don’t think about that then we had failed as a brand and our promise. The shoe box was the need since it is supposed to be shipped to the US so I had to make it into a packaging which is complete in itself.

Two boxes kept together convey the story and existence of the brand, it also gives a direct access to the shoe so that the customer can look, touch and feel the product without even opening the package. The Hang tags are the part of same box piece as they are cut out from the window which is there on both sides, hence reducing the amount of material used and waste generated.