PACKAGING AS A
FORM OF SERVICE
Published:
23rd August 2023
In 2020—the year of the pandemic—we witnessed food delivery becoming one of the most commonly used services. With many diners unable to visit their favorite restaurants, having their preferred food delivered became the only viable option. Consequently, food packaging emerged as the sole physical touchpoint a restaurant could have with its customers. This situation implied a necessity for the majority of restaurants to revamp their packaging, aiming to enhance the dining experience for their patrons. Our practice had the opportunity to work on several such projects. The first step was to define what constitutes a good experience.
We have always believed that packaging is not only about being visually and materially attractive; it must also be functionally attractive. Good packaging enhances the experience with the product it contains. This belief first emerged when we stumbled into the world of Japanese consumer product packaging. Initially, we were intrigued by its beautiful graphics and tactile materials. However, it was when we began to use and unwrap these products that we truly grasped the thoughtfulness behind Japanese packaging design.
A better way for us to describe 'thoughtfulness in packaging' might be 'providing exceptional service through packaging.' We arrived at this conclusion by recognizing that instead of merely considering how to encase the product, much of this packaging anticipates the challenges individuals might encounter while accessing the product. It addresses these issues and serves consumers beyond a mere wrapping, becoming an integral part of their experience.
(Image Source from The Daily Meal)
An illustrative example lies in the packaging of ketchup and mustard for hot dogs. With a single fold of the packaging, consumers can effortlessly apply both mustard and ketchup upon opening. While seemingly minor, this thoughtful touch takes into account the fast-paced nature of most customers' lives. Providing a surface to support their hotdogs while tearing open sachets of condiments would likely be the last thing they anticipate needing. Hence, this design stands as a stroke of brilliance—a solution that accommodates on-the-go consumption. The convenience extends beyond functionality; it leaves a vivid criss crossed trail of red and yellow on your 100-yen hotdog, encapsulating an ideal hotdog experience. This packaging undeniably elevates the overall experience. The second example would be the Konbini Onigiri packaging. The packaging is designed to keep the seaweed and the rice ball separate, preserving the crispness of the seaweed. The packaging is cleverly arranged so that upon removal, the dry and crisp seaweed naturally wraps around the rice ball. These two examples exemplify a sense of thoughtfulness directed towards individuals interacting with the products.
(Image Source from KANSAI-CHAN)
Thoughtfulness is the cornerstone of good service and naturally contributes to a positive experience. To enhance the diner's experience, it's crucial to consider how we can better serve them. In the context of food packaging, there are several areas where packaging can provide additional value, including display, readiness for consumption, mess-free handling, clean-up and disposal, repackaging, and storage. Therefore, when designing some of our projects, we always keep these insights in mind and apply them to these two specific projects.
With The Marmalade Pantry Afternoon Tea Set, we elevate the ready-to-eat dining experience, allowing diners to take the tea party anywhere they desire. The packaging can also be transformed into a display unit, from which the food can be served, replicating the restaurant experience at home.
The other project was the Jinjja Chicken delivery box. Besides keeping the food fresh during transit, it could be folded to hold and dispense serviettes during use, assisting with mess management while consuming the thickly sauced wings.
Both projects are our attempts to think beyond how we might serve our diners using packaging as a platform. Of course, we can always find ways to better serve our customers through other means. As a practice, we've always believed that since packaging is something we can't avoid, by extending its functionalities, we might shed new light on packaging.