Amul Cheese Triangles

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Design: Raajnandini Jadhav
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Yohan Engineer
Packaging Contents: Cheese
Packaging Substrate / Materials: Cardboard, Aluminium foil
Printing Process: Screen printing

Goal: To design a sustainable, air tight packaging for Cheese with a better and more convenient user experience.

In order to bring about these improvements, the areas targeted were,

  • Opening the package with ease
  • Unwrapping the pieces in a neat way, in one go
  • Providing air tight packing to any half used cheese piece stored back in the packaging

Amul is one of the most trusted brands in India, and has a large number of consumers in India as well as in other countries. The brand’s target market being kids and youth, widens the possibilities when it comes to the form and surface graphics of the product, in order to make it more interesting and convenient.

The packaging provides a separate section for each cheese triangle, making it easy to take it out from the box, store it back and provide air tight packing. The text is printed in both the directions so that it is readable either way, when it is placed vertically on aisles, as well as when it is placed horizontally at home. Despite that, the main details on the product are printed vertically, as the user first looks at them while buying the product.

The information on the back and the base is printed in two colours- white and black. The information in black is the most important to the user while buying the product, and is highlighted due to the bigger and bolder font size enabling the user to find it with ease.

What’s Unique?
Four of the boxes can be placed together to form a cylinder, while stacking in grocery stores and aisles in markets. This fresh form enhances the aesthetic appeal, forms a continued pattern and sets it apart from other cheese packaging designs. The tapering form of each cheese piece allows air tight packing when stored back after using it partially, as the broader base prevents air contact to the exposed part of the cheese.