PLEASE SEE //

THE CHALLENGE:
More than 26,000 tonnes of plastic is produced
in India everyday. Could we possibly start to
reduce this? Could we bring back the
sustainability we once had in Indian eating
habits? Indian food (more than others) when
delivered, requires a lot of plastic for practical
purposes. !e harmful nature of this plastic
after a single use, was something we needed to
change.

PROJECT YEAR
2017

CLIENT
!e Bombay Canteen

PROJECT TYPE
Food Packaging

LOCATION
Mumbai

THE SOLUTION:
An important aspect of the brand is to be
rooted in India. Traditionally, most food
packaging in India has been reusable and
sustainable. To aid sustainability, each delivery
bag was created with reusable cotton fabric, the
cutlery holders were handmade using
newspapers and the boxes were made with
biodegradable materials .

!is is a story of how we designed a solution for

delivery that saved the planet more than
1,00,000 plastic boxes and bags; by going back
to our Indian roots. When !e Bombay
Canteen, an extremely popular restaurant and
bar in Mumbai, approached us to design a
unique packaging solution — we attempted to
try and save the planet.

!e Bombay Canteen prides itself on inventing

dishes that are recreated from local recipes and
customs. !e brand experience is rooted in
reinterpreting the traditions and culture of the
people of Bombay with an added contemporary
twist.
After surveying traditional meal settings, we
discovered that historically, most Indians used
to carry food wrapped in a piece of cloth. A
parcel of sorts, called a potli, that a family
would unfold, gather around and eat together
during meal times.

CHALLENGE 2: TAKE THE TRADITIONAL

POTLI, INNOVATE AND ENGINEER THE
FORM TO RECREATE A SOLUTION FIT FOR
TODAY.
We had to allow for multiple boxes, so
customers could mix the sauces at the time of
consumption. !is also meant the boxes could
not leak or move around too much — we needed
to tie them in securely for our bumpy Mumbai
roads.

SOLUTION: AFTER WEEKS OF INVENTION,

WE DESIGNED OUR VERSION OF THE
POTLI.
With sturdy handles on opposite sides
supporting a cardboard base to make it
ergonomically sound, and ties on opposite
corners to make sure the food containers
remain securely in place.

CHALLENGE 3: WE LEARNT FROM OUR

RESEARCH THAT FOOD DELIVERY WAS
MOSTLY TO CORPORATE OFFICES. HOW
COULD WE ‘TIE IN’ THE BRAND AND GIVE
THEM AN EXPERIENCE THEY WOULD
REMEMBER?
We noted that the habit of relaxing after eating
has been fading as people have adapted to a
more cosmopolitan routine. Mealtimes are
meant to be a time of comfort and relaxation.
But, most deliveries were taking place at offices,
where no one really takes time out to savour the
food they order. How could we change this?

In response, we created ‘!e Aaram Life,’ which

translates to encouraging patrons to enjoy, share
and break for their meal. We intended the potli
to open up #at and also function as a tablecloth,
and encouraged consumers to use it like a
picnic blanket. Finally, there was a provision for
a cutlery set, and designed stickers which
illustrate how to eat well.

As an agency, Please See// aims to design

packaging that can extend beyond its original
use and can be appropriated for other purposes.

When designing delivery packaging for !e

Bombay Canteen, we kept in mind the past,
present and future to bring out the key essence
of the brand within this touchpoint.

The Bombay Canteen Delivery…

0:03 -1:47

The quintessential Indian packaging — made with no plastic

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FIND US AT
No. 6 & 7, !ird Floor,
Kitab Mahal, D. N. Road,
Fort, Mumbai – 400001
info@please-see.com
+91 9015786032

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