Employee Engagement Troves
Category: Packaging Design, Print design, User Experience, Communication strategy
Year: 2021-2022
Team: Pitaara, Sister brand of Pichkaari
Objective:
Pitaara focuses on helping companies create corporate hampers that help in strengthening the brand-employee relationship. The end product must aim to bridge the gap in a workplace, encourage company culture and values, as well as nurture relationships.
User Experience Strategy
My role in this project as a communication strategist was to design and curate experiences, that communicates the companies message as well as the occasions celebratory aspect. For example the picture of the holi hamper above talks about collobration and coming together while also having elements that give it the holi feel. The theme of the hamper was Indradhanush and the chest of gems that you find at the end of a rainbow.
The other thing that I kept in mind while curating these hampers was the target audience. As they were being sent to the employees homes they were going to be enjoyed by all the members of the family, be it grandparents or children. So it was important to have elements/ products for all age groups. You can see this very clearly achieved in the diwali hamper where the theme of the hamper was 5 days of diwali. Hence all the products were communicating about Dhanteras, Naraka Chaturdasi, Lakshmi Puja, Govardhan Puja, and Bhai Dooj respectively. We also had a box of pop-pops which added an element of play and according to the feedback that we got it was enjoyed by people of all ages.
Packaging Design
Once the experience of the hamper was planned out and the products were shortlisted and designed, we moved on to designing and planning the packaging. This was divided into 2 parts the outer hamper packaging and the inner sleeves. One of the best example of this would be the Winter Wonderland Hamper.
Advent Calenders are a way to mark the days of December leading up to Christmas. We adapted this concept and created a experience that counts down to NewYears. For the design we took inspiration from the yearly carnival that happens in the UK every winter called the Winter Wonderland. The hamper looked like a raindeer carousel with different sections tearing off to reavel a product. Each of these products were further branded as different rides in a theme park, for example the splash mountain, roller coaster, ferris wheel etc.
The carousel was created and assembeled out of 52 pecies of cardboard and no glue was used to put the the box together. This aspect of the hamper made is possible for us to assamble them in different cities reducing the courier cost.