The brief asked students to redesign packaging for a uniquely South African product such as Rooibos tea, without using an existing brand like Joko. The design of the packaging had to prioritize sustainability, meaning that the packaging had to either biodegrade after use or offer an innovative way for buyers to reuse it.
The packaging is used for a slice of milk tart. What is a milk tart? Also known as melktert, it is a classic South African dessert that acts as a cultural and historical relic. Its roots are impacted by a variety of culinary traditions and cultures, contradicting the popular belief that it is entirely an Afrikaner heritage. Over time, milk tart has been embraced, altered, and indigenized by women from varied origins, becoming a valued national treasure and emblem of South African history.
Typically, milk tart packaging consists of single-use materials that are non-biodegradable. These materials include plastic, foil, cardboard, and synthetic materials. The foil is difficult to reuse since it is a flimsy material and would most likely be damaged while being used, deterring reusage. The solution was to create packaging for a single slice option in the form of a triangular box that innovatively unfolds into a Cape Dutch style plate for the customer to enjoy their desert on. Not only does a single slice option reduce waste, but the packaging material in this case is both biodegradable and reusable, a perfect blend between Afrikaner heritage and “can-do”, and milk tart indulgence.
- Agency/Creative: Duncan Schroder
- Article Title: Student Brand Design Concept for Melktert
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: South Africa
- Agency/Creative City: Cape Town
- Market Region: Africa
- Project Deliverables: 2D Design, Brand Design, Illustration, Packaging Design
- Format: Box
- Industry: Food/Beverage
Student: Duncan Schroder