2013 NOMINEES / Design For Packaging

Agency:

Leo Burnett India

Client:

Fresno and Bakersfield India Ltd.

Background
Bio-farm is a maker of organic fertilizers. It prides itself on making eco-friendly fertilizers and caring for Mother Nature. It caters to an urban audience, including nurseries, flower enthusiasts and casual plant growers.

Brief
Bio-Farm wanted to redesign their existing packaging.

Our Idea
Instead of only creating a new visual design on the existing plastic packaging, we decided to go for a radical overhaul of the packaging. We wanted to create a new packaging that would take the company’s philosophy of being eco-friendly to a new level. Thus was born the ‘Good Paper Project’, a packaging design that used Bio-Farm fertilizer itself to create environment-friendly design.

Execution
We decided to eliminate the use of plastic and create paper that was made by mixing regular paper pulp and Bio-Farm fertilizer. This paper was then used to create packaging design printed with organic (eco-friendly) ink. Once empty, this packaging could be torn into small pieces and mixed in the soil. Upon watering the pieces of paper dissolved in the soil and acted as a regular fertilizer. So, in a nutshell, the ‘Good Paper Project’ packaging design was 100% organic and showed 100% love to Mother Nature.

Results
The environment-friendly and value-for-money packaging proved a huge hit among the target audience. The stocks sold very quickly, and the stores were out-of-stock very often. Bio-Farm benefitted as the packaging established their eco-friendly values, the customers benefitted as they go more fertilizer per pack, but more importantly the environment benefitted.

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Award
Credits

Creative Director

KV Sridhar
Nitesh Tiwari
Vikram Pandey

Design Director

Payal Juthani

Designer

Payal Juthani
Amit Thakur

Copywriter

Vikram Pandey
Jay Divanji

Photographer

Kevin Pereira
Varun Dutt
Shashank Sharma

Illustrator

Santosh Harmarkar

Typographer

Payal Juthani

Printer

Suresh Lodh
Elijah Tesla

Account Servicing

Swati Khanduri

Client Contact Person

Dilip Trivedi / Muralidharan
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