Design: Maitreyi Mandrekar
Project Type: Student Project
School: MIT Institute of design
Tutor: Rajendra Thakre
Packaging Contents: Oat milk
Packaging Substrate / Materials: High density polyethylene, Paperboard
India is one of the largest producers and consumers of milk in the world. Having said this, a new movement is growing in India- veganism.The increase in the number and engagement capability of vegan influencers among the internet-savvy young generation has proven to be pivotal in the rise of veganism in India.As people are exposed to social media and as the world becomes smaller due to globalisation, veganism is increasingly being embraced.
Oat haven is an oat milk brand specifically curated for the Indian crowd. It provides a number of flavours ,is highly nutritious , vegan (plant based), and lastly extremely cost effective for everyone who wants to cut down on their daily dairy intake :).
Barriers this brand would break in order to survive the Indian market:
With purchasing power increasing and children originally raised as vegetarians curious about meat, there are barriers India needs to tackle in order to become a vegan-friendly country. One of the most important thing is ensuring that veganism isn’t seen as an elite diet that only the rich can afford. While many restaurants and brands are jumping on the bandwagon to “cash in” on the movement, there has to exist a brand that focusses on accessibility and affordability.And this brand would do exactly that.
Areas of focus for the packaging:
- Easy on the go oat milk , with different flavours for a daily intake
- Cost effective vegan alternative for dairy
- Easy identification of flavours
- Flavours that cater to the Indian taste buds
The packaging is done in small 200 ml rounded square bottles that are not only easy to stack but are great in order to grab on a busy morning and enough for one person to consume. The bottles are also available in a multiple pack of four. The bottles can be reused once consumed. There are also 1 ltr tetra packs sold of the same rounded square structure. The illustration is very friendly and eye-catching and also helps distinguish each flavour.