Project type: Circular Design, Packaging Design

Canned foods have looked the same for 200 years – TATA Steel Protact® want to challenge this by creating an award-winning concept, based Protact® their unique steel material – turning a commodity to desirability.

The essence of design is finding best solution to a problem, and the steel can faces a wide range of challenges. Through conceptual design exploration based on the properties of the material we were able to address them in a simple yet flexible and elegant solution that completely changes the perception of the steel can. By reducing the number of components we are able to create a new base shape that not only uses less material but also significantly reduces food waste, while providing almost limitless potential for unique expression and shelf impact to the benefit of brand owners and end consumers alike.

The design solutions connect with the consumer on different levels. The ordinary can is now able to move beyond anonymity to unique expressions reflecting both content and brand owner, from visual expression to the tactile impression. This defining benefit adds an emotional layer of communication that goes beyond the traditional label and we are able to start shifting the perception of the steel can from an unsustainable commodity to a truly circular and unique product with unlimited potential for brand owner value creation.

2017 – 2018

Agency & role:
Design Director at NINE Stockholm

Client:
TATA Steel