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Surf Excel detergent


Design: Aarya Ghule
Location: India
Project Type: Student Project
School: MIT Institute Of Design
Course: Product Design
Packaging Contents: Detergent powder
Packaging Substrate / Materials: Plastic, Corrugated cardboard

I am a 4th year Product Design student from MIT Institute Of Design, Pune. In my 6th semester, I had a Packaging Design course of 3 weeks. We had to come up with innovative packaging ideas for any daily commodity product. Either we had to come up with a new brand and design the packaging as well as the branding or redesign the packaging of any existing brand. I chose detergent powder as my product for packaging. After conducting a brand study of various brands selling the same product, I decided to work on Surf Excel detergent packaging.



What's Unique?
Almost all detergent powder packaging are available either in form of standup pouches or plastic packets. Many times once opened it needs to be stored in a separate plastic container to avoid any contact with moisture. The uniqueness of the packaging lies in multiple areas- shape and functionality. The shape of the packaging is in form of a bottle. The top part of the cap is transparent with measurements embossed on it. This ensures you can use only the precise amount required depending on number of clothes. The cap and the top part of the packaging is plastic to make sure the container remains airtight which will prevent any contact with moisture. The main body is made from thick corrugated cardboard for a sustainable approach. It also has a thin layer of waterproof lining in the inside of the bottle. The graphics focus more on visuals than text.








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