Pack It Light

Creative Agency: Hakuhodo India
Creative Director- Art director, designer: Saurav Dasgupta
Associate Creative Director, copywriter: Eranbemo Murry
Illustrator: Shrabani Dasgupta
National Creative Director: Sabuj Sen Gupta
Chief Operating Officer: Elvis Sequeira
Director: Studio, Art & Production: Atul Kumar
Production Manager: Amitava Das
Supervisor Studio Services: Saurabh Khosla
Senior Graphic Designer: Anil Kumar Kha
Photographer: Amit Dey
Project Type: Produced, Commercial Work
Client: Alcis Sports Private Limited
Location: New Delhi
Packaging Contents: Sportswear, Apparel
Packaging Substrate / Materials: Paper
Printing Process: Thermal Gloss Lamination, Spot/gloss/raised Uv, Matte Lamination & Spot/abrasive UV

Our client, Alcis Sportswear, wanted to create a buzz around its sportswear, the Wonder Tee. Just 86gms, it’s one of the lightest tees. It comes with Light X technology, which enhances performance owing to its lightness. We therefore wanted to highlight its extraordinary lightness and came up with an innovative packaging idea. Since it is so light, it can be made compact and fitted into the existing packaging of other products, which are typically small. So we designed a matchbox, a condom box and a small teabag box and turned it into the packaging for the Wonder Tee. It was a huge hit for its innovative design, and became a collector’s item. It resulted in exponential increase in footfalls and 45% rise in sales.

What’s Unique?
Sportswear isn’t just about fashion. It should also aid performance. The Wonder Tee comes with Light X technology, which helps enhance performance owing to its lightness. We therefore wanted to highlight how extraordinarily light it is. We came up with an innovative packaging idea to show its USP. The idea being, it is so light, it can be made compact and fitted into the existing packaging of other products, which are typically small in size. So we created packaging for a matchbox, a condom box and a small teabag box and then turned it into the packaging for the Wonder Tee.