Gutsy Gummies

Design: Rishita Werulkar
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prof. Dr. Rajendra Thakre
Packaging Contents:  Healthy Gut Gummies
Packaging Substrate / Materials: Cardboard Paper, Transparent Sheet

CONTEXT

In fast-paced urban life, gut health is often ignored, despite its role in well-being and mental health. Young adults in urban India are increasingly facing gut health issues due to limited access to natural remedies.

CHALLENGE?

Young urbanites (18-30) suffer from gut issues but lack easy access to natural home remedies. How can we offer a convenient, natural solution that fits their lifestyle?

INSIGHT

This audience values health-conscious choices, convenience, and cultural relevance. Natural remedies appeal due to their accessibility, fewer side effects, and connection to Indian traditions.

THE STRATEGY

Gutsy Gummies blend ancient Indian ingredients like Amla, Cinnamon, and Honey into fun, convenient easy-to-take gummies, available in a range of all-natural flavors. The USP Lies in its multi-sensory design and interactivity, offering more than just a product—it offers a playful and engaging experience. The box’s eye-catching, semi-circular shape reflects the innovative nature of the brand. It stands out on shelves and encourages interaction, inviting users to pick it up.

PACKAGING DESIGN

The brand name, Gutsy Gummies, was inspired by the phrase: “When we’re disappointed, we are gutted. When we’re brave, we make GUTSY moves.” It’s catchy, relevant, and flexible, resonating with our target audience’s desire to make empowered, health-conscious decisions. The packaging design is bold, unique, and interactive, featuring the following elements

• Transparent Side: A clear side on the box allows customers to see the gummies inside, building transparency and trust.
• Relatable Fun Illustrations: The packaging is adorned with playful illustrations depicting scenes from traditional Indian culture, paying homage to the Indian roots of the product. These intricate designs, created with retro printing techniques, evoke a sense of nostalgia and warmth while maintaining a modern edge.
• Balanced Interactive Structure: The packaging design incorporates a clever balance that feels fun and engaging. The structure invites the user to hold, move, and interact with the product frequently, adding an element of play that encourages consistent consumption. By making the packaging slightly unstable, users are drawn to engage with it, making it more likely they will interact with and consume the gummies more regularly.