The Focus
Nutrela released a new range of cooking oils (rice-bran, olive etc.), extending their offerings in the premium nourishment category
Desired a packaging structure that would hold the optimum quantity of oil while distinguishing it on the shelf from competitors with premium, high-quality overtones
Nutrela also wanted the package to resolve common use-case issues with such containers, while providing ample scope for branding and graphics
The Design
The team at Elephant utilized an arsenal of research methods like gauging consumer perceptions in addition to running several tests to ensure structural integrity in different scenarios – all to arrive at the most customized solution.
Succeeded in developing a unique HDPE packaging structure that was themed around ‘The Drop’, a shape that embodied elegance, ease-of-use and premium overtones.
Each component of the packaging structure remedies existing use-case issues, where aesthetics and functionality are optimally blended and backed up with rigorous testing.
The Story
Nutrela is a brand that is synonymous with soya, high-quality cooking oils and other food items in the Indian context. With their wish to diversify their product portfolio to provide options in the premium F&B category, they began the production of an entire range of choice, high end oils like Rice Bran, Canola, Olive oil – amongst others. Additionally, Nutrela also wanted to position this range as a sub-brand in their health foods category.
All of these movements eventually led them to approach the team at Elephant so that we could design a comprehensive packaging structure for this range of oils. The packaging had to indicate the ‘premium’ nature of the product, in addition to also providing ample space and opportunity for branding through graphics and so on.
Lastly, and perhaps most importantly, they also wanted the pack to possess an optimized structure that would remedy existing issues with 5L oil jars within the category, while clearing integrity and other material-oriented tests.
Competitor analysis revealed that 5L bottles were either rare, or didn’t exist for premium oils. Beyond that, Nutrela’s range would have to compete with both local and pan-Indian brands since the category is pretty inundated. This made distinctiveness a highly necessary criterion.
“Nutrela’s diversification into the world of premium cooking oils led them to approach the team at Elephant so that we could design a comprehensive packaging structure for this range. The packaging had to indicate the ‘premium’ nature of the product, in addition to also providing ample space and opportunity for branding through graphics and so on”
An array of tests was also conducted with a focus on finite element analysis to determine peak structural integrity and other aspects of the material and the shape.
Ultimately, Elephant managed to arrive at a solution that integrated the functional form in tandem with the aesthetics that were suitable for the category. This included examining consumer perceptions about premium oils, their awareness regarding the same as well as handling patterns, shelf presence and so on.
A Drop in the Ocean
Utilizing the wealth of insights gained through our exhaustive, holistic research processes, we arrived at a design solution that lay at the crucial intersection of three distinct spheres. Firstly, the team infused “Premium” overtones via bestowing the structure with a distinctive shape and high-quality materials.
“Beyond the core propositions, the team managed to optimize several other aspects about the jar in order to make it truly user-friendly. The form is soft, with a gently tapering handle that makes it very comfortable to grip and lift. The seamlessness of the form also allows for a perfect pour each time, avoiding air locking during the process”
Secondly, the team focused on the target audience for these oils (women between 25-45, health conscious), ensuring that the jar appealed to them. The ‘Drop’ shape was not only chosen because of its distinctiveness, but also because it embodied the product (a drop of fresh, unadulterated oil) and provided cues of health in the contemporary sense.
Lastly, while there was ample space provided for packaging and graphics that could convey health benefits, the jar was configured to be extremely easy to use around the household. Additionally, it could also withstand stresses in both static and dynamic load conditions which made the jar perfectly viable for transportation without incurring product loss.
Seven Degrees of Optimization
Beyond the core propositions, the team managed to optimize several other aspects about the jar in order to make it truly user-friendly. The form is soft, with a gently tapering handle that makes it very comfortable to grip and lift. The seamlessness of the form also allows for a perfect pour each time, avoiding air locking during the process. The spout is distinctly visible during the pour, also letting the user have near-total control on the desired amount – this is amplified with features on both the front and sides to add optimum grip. While serving these utilitarian purposes, the shape also distinguishes the jar on the shelf.
““You can’t depend on your eyes when your imagination is out of focus” ”
Lastly, the team integrated several value-added features in the packaging structure. The jar handle and spout are always in the same level because when it gets stacked on top of each other during transport, the weight remains equally distributed and prevents spillage. There is also an oil level window which enhances user convenience.
This all-encompassing solution was applauded and met with positive response, where our team’s ethos was clearly showcased. When developing any packaging structure, we not only deliver core solutions but also constantly seek to develop best practices that will create benchmarks for packaging solutions in the same category for the future – where Nutrela’s Oil Jar is no exception!