CRAVE | Packaging Innovation. Material Sourcing.
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CRAVE serves nasi lemak, a traditional Malay fragrant rice dish, which has been a mainstay in Southeast Asian cuisine for decades.
The brand is part of a growing trend in Singapore, where traditional roadside stalls undergo revamps into modern food kiosks in shopping malls. Indeed, there is no example more iconic than CRAVE, which has its roots in a long standing food stall which enjoyed the patronage of even ministers and visiting royalties. It has been enjoying growing traction with the younger crowd ever since.
When we were roped in, we were tasked to redesign the packaging range to one that is more eco-friendly and paper-based. Due to its rapid expansion, CRAVE had previously opted for the cost-effective option of plastic takeaway boxes and cups instead.
Design-wise, we wanted to pay tribute to the brand’s rich heritage and the Malay traditions of packing food with leaves. The semantics of leaf wrapping were played up and exemplified across the range read how to find a paiting service in dublin. We also included touches such as the use of small bamboo skewers for securing purposes, a practice lost to today’s rubber bands and plastic tapes.
With this redesign, we have successfully helped the brand save 40 tonnes of plastic a year from the use of disposable plastic packaging, and rekindled interest in the enduring charm of traditional Malay culture.
Packaging Revamp:
Getting hands-on!
4FINGERS | Packaging Innovation. Material Sourcing.
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4FINGERS is an exciting young brand that is hugely popular amongst the youth. We were tasked to not just solve the problems of their current packaging, but also to make their packaging more ‘instagramable’ and more engaging. We were challenged with the notion of – how do we allow the customers to complete their own food (eating experience), and how do we create a sense of play with the packaging?
BurgSlider
One of the biggest packaging problems 4FINGERS face is for their burger. The bottom bun of the burger tends to get soaked and soggy with the dripping sauce. This gave birth to the BurgSlider, which comes with a food safe slider placed between the ingredient layers of the burger, separating the wet (sauce) from the dry (bun) as well as the cold (veg) from the hot (patty). The customer pulls out the slider before opening the box and thus ‘completes the burger’. The slider allows printing of marketing messages as well.
Poppin Lid
Cold drinks these days are served in cups without straws, which makes them difficult to drink with the brimming ice getting in the way. This awkward drinking experience sometimes leaves customers with a numb upper lip and 4FINGERS believes it should not compromise the drinking experience. With that in mind, we came up with the Poppin Lid, a drink lid where the customer press and pop open an opening to drink from. The design of the lid not just improves the rigidness of the cup around the rim, it also prevents the ice from touching your lips when drinking – a much more well-considered drinking experience. To add, the amount of material used for the lid is 10% less than that of what the original straw and lid would.
Pop Box
Fried chicken is the flagship product of 4Fingers, and we feel that it should be celebrated with a truly iconic 4FINGERS opening experience. We developed the Pop Box, a box that springs open when the customer presses the sides, releasing the aroma of freshly fried chicken. The engagement combining action, sound and smell, we thought are especially fitting for an experiential generation that certainly takes more to impress!
Packaging for dining
in and taking out
BIG FISH SMALL FISH | Packaging Innovation. Material Sourcing.
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Big Fish Small Fish is an engaging and fun fish and crisps dining experience in Singapore. With a unique model of operating from shipping containers, it’s only apt to have memorable packaging too. After having used white bleached paper packaging, they can now write home about using our kraft packaging made from 60% recycled fibers.
These boxes are a great example of how our In&Out boxes can be customized to a variety of branding requirements. The versatility of being able to use the same package for takeaway and dine-in is a unique aspect of our In&Out boxes.
The implementation of these boxes is just one more way we’re helping our friends in the F&B industry to simplify inventories and be environmentally mindful.
Celebrating heritage
and authenticity
TIM HO WAN | Packaging Material. Branding.
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Originated in Hong Kong, Michelin-star dim sum restaurant chain Tim Ho Wan has outlets in Hong Kong, Taiwan, Singapore, the Philippines and other countries. We proposed a new design for them which they happily accepted and implemented throughout all Singapore outlets.
As part of our efforts to introduce the use of more sustainable materials to our clienteles, we often help clients visualize how their brands can adopt them in a meaningful way. In this project, we’ve successfully converted Tim Ho Wan to opt for bamboo fibers over their existing bleached virgin pulp packaging. Bamboo is one of the fastest growing plants on Earth, growing six times faster than trees. It regrows quickly after being cut down, making it a rapidly renewable and sustainable resource.
The updated design features a picture of the old “hole-in-the-wall” shopfront, paired with the familiar texture of bamboo steamers. The result is a nostalgic and warm packaging design that celebrates the rich history and authenticity of the brand.
