In this series, we review packaging of several companies and using our expertise, suggest improvements. Want to get your product packaging reviewed? Send us a mail to firstname.lastname@example.org!
Paperboat is a non-carbonated beverage with a strong dose of nostalgia and freshness of fruits. Launched in August 2013, the company has become a much-adored household name across India. As of May 2017, the company has produced fourteen flavor varieties of traditional, authentic indigenous Indian drinks. The beverages are produced using local spices, fruit, flowers and pulses, and some of the fruits grow wild, such as jamun and kokum. The company manufactures over ten million pouches per day and has a presence in 70000-100000 outlets across India.
A Trip Down Memory Lane
Entering the ‘Beverage’ section in a department store, Paperboat clearly stands out with its beautiful packaging. A sleek, pear-shaped pouch is hard to miss, among similar looking bottles.
With ethnic beverage as its main product, and given that it has only been prepared in Indian households, Paperboat cleverly plays on the nostalgic psychology of the consumer. How can someone reject a drink that reminds you of the scorching sun, summer holidays and a loving mother? The design on the packaging successfully echoes this theme using bright colors, graphics, unconventional bold fonts and mischievous content.
Tip: When launching a product in an already saturated market, think differently. With Paperboat, right from the shape, to the base white color, the brand attracts a consumer’s attention within that crucial 5-minute walk across the Department Store aisle.
Being a Packaging Reviewer, I had to dissect the packaging of the spout pouch in which the drinks are sold.
Traditionally, a spout pouch is shaped rectangularly with straight edges on 3 sides and a small opening, or spout, on top. Paperboat uses a special mold to give the pouch it’s special shape. The bottom of the pouch is gusseted to help the pouch stand erect on the shelves, just like the other peer PET bottles.
Tip: Choosing a pouch over PET bottles proved advantageous in terms of cost. Unlike bottles, the pouches can be transported in large volumes to the factory. Also, there is a great ease of transportation when it comes to pouches. This serves as the point of cost advantage.
On further analysis, we found that the pouch has more layers than it meets your eye. As explicitly mentioned on their website: Paper Boat pouches are made of a four-part laminate. The two outer layers are a blend of proprietary polypropylene and polyethylene. This makes the pack withstand extremes in pressure and heat while at the same time being easy to print upon.
The penultimate layer is made of bonded aluminium. This is to keep any form of moisture and vapour entering the pack and tampering with the drink. Of course, this layer makes no contact with the drink. That’s the job of the inner (and final) layer. This layer is made of virgin, food-grade polypropylene which keeps the content fresh, safe and tasty.
The pouches employ Rotograver printer, starting with a matt finish on the polypropylene and polyethylene layer. Once the printing is done, hot press is then used to seal the sides of the pouch.
The most effective thing about Paperboat is its amiable volume. With packs ranging from 200-250 mL, the quantity is neat enough to drink in one go. It is a little more than one glass; enough to satiate and stall your hunger pangs.
The New Student
With 200-250 mL packs flying off the shelves, Paperboat introduced a 1 Liter Hexapack of mango juice during the summer. This pack serves four glasses, ideal for a family of four.
The Hexapack is octagonal, that is it has 8 faces as opposed to 4 faces, which we generally see in fruit juice packaging. It has a glossy finishing with free flowing graphics, yellow being the primary color. Like all other Paperboats, this is also a spout pouch.
Bizongo Report Card
We liked the quirky colors, the beautiful font but the white base attracts a lot of dirt on the packaging. This is a turn-off, especially when you are looking to buy a product. The company should ensure their retail outlets are taking care of this. Apart from this, the packaging is perfect for a consumer. It is easy to drink and light to carry and looks chic no matter where you are traveling with it.