Packaging is the first thing consumers see when they reach out for a product, making it crucial to consider materials used, colours and typography as these factors are known to enhance brand awareness and purchase intent. “However, packaging is a problem,” says Riya Gokharu of Quicksand Design Studio and Unbox Cultural Futures.

She clarifies, “It is one of the largest contributors to plastic waste. 91% of plastic is not recycled. Because packaging has such a short shelf life for consumers, we tend to throw it away. Now, more than ever, there is an urgent need for circular, regenerative and inclusive solutions; and for the transformative, disruptive, and healing power of design.”

Packaging is a visible touchpoint for any brand, representing its values and philosophy. It becomes a validation of a brand’s commitment to sustainability and also becomes a tool to drive behaviour change amongst consumers.

Brand metrics for designing the packaging
Riya Gokharu says, “I think we need to look for design solutions that push forward innovative packaging materials (biodegradable, reusable, recyclable, regenerative); in services offering reusable packaging, or in omitting packaging altogether.” She believes that approaches around reuse and recovery need to be at front and centre while designing packaging - “we need to look at how we can create new value out of discarded or neglected materials that already exist”.

A previous winner of the Make it Circular Challenge in 2023 was Craste, which creates packaging from crop residue using circular fibre technology. Such a solution proves that we can indeed design packaging with circularity in mind with the intention of designing to last, working with nature and using what already exists.

WDCD and Unbox Delhi, pop-up event for Redesign Everything Challenge

Innovation and sustainability 
When asked about how this balance is achieved, Gokharu replies, “Innovations that are quick fixes to problems, often come short on the measure of sustainability because they haven’t considered the systemic implications. For example the waste they may generate or other unintended consequences that may be damaging for the environment.”

She believes the way to balance innovation with sustainability is to embrace the principles of circularity, to go through the rigorous process of evaluating whether the innovation does more harm than good, when measured over a longer time frame, and outside of just the immediate context of use.

Packaging design trends
Gokharu points out that traditionally, India has always been circular in thought and design, from our understanding of ecosystems, waste management, built environments, and farming practices. “Our focus needs to shift to a holistic model that encompasses production, usage and disposal,” she adds.

Her fix includes; “We need to change the way we design; from quick fixes to long-term solutions, from exploiting nature to collaborating with nature, from creating new materials to using what we already have.” She thinks as consumers we are tired of seeing products that you can’t repair.

Later Gokharu talks about the Redesign Everything Challenge which focuses on circularity as the end goal. The challenge is set to witness innovators from every corner of the globe to submit ideas - from products and materials to stories, systems, services, and spaces. The challenge seeks to answer the question: What role can designers and creative entrepreneurs play in the transition to a fair and circular future?

Automation in the design
Gokharu emphasises on the potential areas of automation in the design segment; which include graphic design, packaging design, textile design, 3D design, and data-driven design. She says, “Automation can streamline tasks such as image editing, pattern generation, and 3D visualisation, enhancing efficiency and design quality.”

A good design shall not suffice if it is not reproducible in the packaging form

“In India, the reproducibility of packaging design is indispensable due to the country's diversity and varied consumer preferences. This adaptability will allow designs to resonate across different regions and demographics,” Gokharu tells Disha Chakraborty. She says that reproducibility enhances efficiency and cost-effectiveness in manufacturing, streamlining production processes and reducing waste.

Way forward for the packaging industry in India
Talking about designing in packaging, she emphasises, “Designers can play a significant role in reshaping the climate narrative in India. To drive meaningful change, they must prioritise responsible sustainability, inclusivity, community engagement and open-source collaboration, in a way that also makes space for local, traditional knowledge to inform the design process.”