European Product Design Award honors the best in the product design globally with the goal of advancing the appreciation of design worldwide.

Axiom’s Butter gram Design was awarded Gold in the 2017 in the Food Packaging Category by the jury of European Product Design.

Axiom designed and developed a distinctive butter packaging that’s targeted at today’s health-conscious millennial population. The design addresses some of the issues of using butter in conventional packaging, while at the same time conveys a strong message on health. The concept also delivers a unique and rich consumer experience. 

Design approach

The form and graphics of the packaging, conveys the idea of health consciousness while experimenting with mundane concepts to give out a quirky and playful feel to the product. The theme is centred around a measuring weight and indicates the health-factor of the product. The product was termed  ‘Butter gram’ to emphasise the concept. A detailed study and research was done on the butter usage process was, during which a number of pain points were observed. The design elements focuses mainly on storage, re-storage and application.

Branding

Butter gram is a hypothetical brand that produces low-fat butter. The name is derived from the idea of designing the package as a measuring weight. The idea behind the logo was to give a soft and smooth touch to the brand, so that the heavy and rigid feel of the packaging doesn’t take away the delicate feel of butter.

Functionality & Usability

The lid has aluminium coating on the inner side, which is used to soften the top layer of the butter.As the base is origami, it’s easier for the user to use and re-store.The origami base also enables user to open half of the package and scrape the butter from sides.The base has a plastic component as a stopper which prevents the butter from sliding or slipping off the base while cutting.

About Axiom Consulting

Axiom is a Global Product Development and Innovation Company, managing product and package lifecycle programs from early stage R&D and technology feasibility to detailed electronics, mechanical engineering, and prototype development for Fortune 500 CPG, healthcare and technology companies.