One Piece a Day
The Unit of a Single Serving
A single-serving packaging line for one-person households. A fold line turns the bag itself into a plate, eliminating the need to wash dishes.
- Client
- Haru
- Discipline
- 패키지
- Location
- 한국
- Year
- 2023
Products for single-person households usually just shrink the portion size. We looked past the portion size to the next step — what's left after eating.
Background
A scene kept repeating itself in our home-visit research. Tear open the individual package, transfer the contents to a plate, throw away the wrapper, wash the plate later. One piece of food creates one dish to wash. The plate was only necessary because the bag couldn't stand on its own.
Design
We added two fold lines to the bottom of the bag. After tearing it open, folding the bottom up lets the bag stand by itself, and the opening widens into a shallow tray. The fold line position was set based on two finger-widths, and the paper thickness went through three revisions — too thin and it wouldn't stand, too thick and it was hard to tear.
Instructions appear as two illustrated panels on the back of the bag. No text. A folding motion is faster to grasp through pictures than through words.
Results
In post-launch user research, 64 percent of respondents said they folded the bag before eating. The repurchase rate exceeded the category average, but the result we liked even more was different — the word "plate" started appearing in user reviews.
- Fold structure usage rate: 64%
- Additional materials required: 0
- Paper thickness tested through 3 rounds
