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Apollo Tyres

TUBE PACKAGING

Cradle to cradle - sustainable packaging for tyres

Our environmentally-friendly packaging system for Apollo Tyres, a small step towards offsetting the carbon footprint created by the tyre industry. Our recyclable packaging design uses repurposed paper pulp with a distinctive functional form that takes into account the product making it stand out in the global automobile retail space.

Why did Apollo need a new packaging system?

Apollo, the 15th largest tyre manufacturer globally, was looking to expand globally and achieve the coveted 10th place ranking by 2016.

A major hurdle for tyre companies is the issues of counterfeits and duplication in the marketplace. With the rapid growth in this industry, Apollo faced increased competition from the global, local and unorganized sectors. In this highly competitive space, Apollo needed a design system that would help stand apart from its competitors and change the perceived value of the brand to a superior quality product. 

Our main challenge was to source and prototype an innovative solution without compromising on durability, strength, transports, and regulations. The packaging design project focussed on maintaining the brand’s authenticity and distinguished market position by providing a unique and environmentally conscious packaging solution for their tube products. 

How did we position Apollo to stand apart?

We repositioned Apollo with the adage “Go the Distance” to target LCV, ADV, and SCV owners, agriculturalists, tractor and truck drivers, truck fleet owners, and retailers. The new brand’s image was re-envisioned as a top-quality engineered product that could withstand rough conditions to travel many miles. At the same time, there is a high perceived value in today’s crowded market. 

We added personality to the product’s packaging design by aligning the popular Bollywood image of Salman Khan’s “Dabangg”. This persona resonated with the branded packaging - reliable, supportive, engineered, seasoned, advisor, guide, and genuineness.

How is the packaging sustainable?

Our concept “Cradle to Cradle” had a solid eco-friendly and holistically conscious angle. Designed in a triangular shape and made out of biodegradable paper-mâché, the outer shell is highly durable, lightweight, and high resistance while the inner vacuum-sealed protection layer helps keep the tube product safe during transport. The consciously- branded packaging design is clean, bold, and highly recognizable on retail shelves.

Consciously Packaged Tyres

Our packaging design system for Apollo Tyres was a successful integration of brand repositioning, eco-friendly materials, and thoughtful reinforcement of brand values such as product longevity, reliability, and quality. Overall, this system helped re-envision Apollo’s tube products with an enhanced position in the crowded automobile marketplace.

Team

George John
Vaibhav Nahar
Mohan Godwal
Jonak Das
Anthony Lopez

Support

Lalit Kumar 
Chetan Swarup 
Mukesh Dabral 
Zeena Lopez

 

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