by Theresa Christine Johnson on 10/08/2015 | 4 Minute Read
CHUPL isn’t just another shoe brand — it is an initiative to make a better future. The brand takes old tires and repurposes them to create the soles of shoes, and the revenue generated goes to the Himalayan Hope Children’s Home project. Niteesh Yadav was tasked to create the packaging, recognizing that a company that operates with fair and ethical views towards the planet should also have responsible packaging.
“The deliverables which were mentioned in the brief were box packaging, hang tags, display stand, and posters. As a designer it was my responsibility to comply with the brief but I had something else in my mind, totally redefine the brief so that it conveys the brand message in a responsible manner — this is what CHUPL is all about, being responsible for your actions.”
“My solution was to zero down the whole thing into the essential elements since we were talking about sustainability, and if we are ones who don't think about that then we had failed as a brand and our promise. The shoe box was the need since it is supposed to be shipped to the US so I had to make it into a packaging which is complete in itself.”
“Two boxes kept together convey the story and existence of the brand, it also gives a direct access to the shoe so that the customer can look, touch and feel the product without even opening the package. The Hang tags are the part of same box piece as they are cut out from the window which is there on both sides, hence reducing the amount of material used and waste generated.”
CHUPL not only keeps junk tires out of landfills, but also eliminates the raw materials and energy that would have been used to make soles from new materials. Yadav created packaging that is made from recycled and compostable cardboard to further minimize the environmental impact. Additionally, allowing customers to look at and touch the product makes it easy for them to picture the shoes on their own two feet. The shoebox designs are hand drawn, making the shoes seem even more special and one-of-a-kind. Illustrations remind buyers that “actions speak louder than words,” and cleverly encourages them to enjoy the “new treads.”
Designed by Niteesh Yadav
City: New Delhi