Designers: Sweekar Shetty & Muhammad Nadeem
Project Type: Student Project
School: MIT Institute of Design
Course: Product Design
Location: Pune, India
Packaging Contents: Butter
Packaging Substrate / Materials: Paperboard
Printing Process: Screen printing
Maskaa is a Hindi word which means salted butter. It has its origins from ancient India dating back to 1500-2000 B.C.E. So, the branding has been done in a way to capture the essence of classic Indian style in making of butter by our ancestors.
It is a classroom project by Sweekar Shetty and Muhammad Nadeem directed to solve the problems associated with butter packaging. The groundbreaking challenge has been figured out by multiple brainstorming sessions and through keen observations among the users.
The project aims towards re-designing an existing butter packaging by making it more efficient, user-friendly, and sustainable in terms of material and feasibility.
The final package solves the above-mentioned problems and also enhances the user’s experience from the existing ones.
The feasible prism-shaped outer package eases the process of handling and provides a firm grip for the user to hold.
The prismatic butter slab is the better way to scoop out the butter. It takes up less storage space and can be staked upside down. It also helps in 20% reduction of raw material usage. Stiff clasp lid helps in reducing the tedious task of multiple steps involved in opening and closing. It also reduces the time taken by a package to open and close.
Paperboard coated with PET from inside helps the butter to stay firm inside the package maintains the normal temperature inside