Instax Mini 2021

Design: Sushmita Avadhut
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prachi Shah
Packaging Contents: Fujifilm Instax Mini Camera
Packaging Substrate / Materials: Cardboard
Printing Process: Offset (Lithography) Printing

Instax (stylized as instax) is a brand of instant still cameras and instant films marketed by Fujifilm. The idea of taking a photograph and being able to see the developed print almost instantly was a modern marvel that completely changed our expectations of picture-taking. FUJIFILM design contributes to the creation of a life of abundance by giving faithful and beautiful form to people’s unspoken desires. With the believe that the youth is always looking for “new” methods of self-expression they decided to market the product as “the cutest camera in the world,” and the Instax Mini completely fits the bill.

The Instax mini camera has distinct characteristics like charm, young, unique, fun, playful, cute but the existing packaging does not do justice to this cute product. In the current existing packaging there is too much happening, there are a lot of flaps and folds. Based on the survey I conducted on the current packaging, people find it confusing to open, most of the people store the camera in that packaging after every use and hence due to the complexity of the packaging it is irritating to open and close it every time. It is also not durable and does not provide a good unboxing experience. The graphics on the current packaging are also very gaudy which is contradictory to the camera which is minimal and solid. Considering all these pain points, I went ahead with the design criteria of : easy to open and identify, designing a reusable packaging for after use storage, providing a better unboxing experience, better assortment of accessories and attachments, shed more light on the brand identity and what the product stands for, easy to open/not confusing ,improvised graphic design.

The proposed concept has an angled cuff box which is a simple evolution of the standard hinged ring box. The lid lifting of this box gives a great unboxing feel. The upper lid has a magnet closer for durability. After opening the lid, there is a manual with buckle lock system which gives a feeling of treasure box of one’s memories. The box from inside has two perforations coming out from the side corners so that manual is properly placed, beneath which the camera is positioned. After removing the lid of this memory box (manual), the Instax mini is been seen. Due to the contrasting colors of the inner box graphics, the camera pops out and has a emphasis on. At the bottom of the box, there is a drawer box which comes out. The drawer comes out in a similar way that the polaroid picture comes out of the camera. The drawer is used to store accessories and the polaroid films. The drawer includes additional draw string pouch for after storage of the camera. It also includes cardboard stands for the polaroid picture to be displayed.

The graphics are minimal, charming, cute and solid in color just like the camera. The front of the box has the background color of the chosen camera with a line sketch of the camera and the brand and product name. The top also has the color of the product with a quote “Memories never fade” which talks about creating memories with the camera and about the quality of the product implying that it never fades. The color co-ordination helps in shelf positioning and identification. The sides and the bottom of the box have a print of tiny cameras of the selected product color on a white background. The sides have required info-graphics and also a QR code which when scanned tells you more about the product and packaging and also appropriate disposal techniques. The drawer is again of the color of the chosen product to add contrast and flow in the packaging. The draw string bag is of cotton and has the same tiny camera print of the sides, it has strings of the color selected. The graphics font is selected while keeping the product characteristics in mind. The printing technique used is offset which is easy as well as accurate.

The overall feel of the packaging is cute and youthful with appropriate after storage, great unboxing experience, personal connect and durability.

What’s Unique?
The metaphoric concept of the packaging with the drawing coming out just the way the polaroid picture comes out of the camera makes it interesting and special. The additional accessories like the draw string bag and display stand adds on the product value. The attractive, minimal and classy graphics with solid, bold colors makes the product look lavish and youthful at the same time. The unique hinge box not only provides an amazing unboxing experience but also has very clear and simple affordances and is easy to understand. The packaging’s thoughtfulness and aesthetics is it’s uniqueness.