I realized from the very beginning that we needed more than just a good product for a truly sustainable bottled water brand; the packaging would matter just as much. That’s why it was important to share how our water is sourced and enjoyed, through all aspects of the brand. That’s why I started looking for an innovative Indian paperboard packaging partner who could combine sustainable resources with impressive design. I chose Gable Top Pak and by working with their team, I was able to include my brand’s style in a modern paper bottle which not only prevented using plastic but also helped the customer feel more eco-friendly and made them value the packaging more.

I was really impressed from the start by how willing Gable Top Pak is to make all parts of the packaging unique for us. They didn’t give me a pre-made design; instead, we talked about what my brand stands for and how I could show those values through packaging. We decided on using a highly rated GSM (grams per square meter) renewable paperboard which would give the package the proper strength to protect the water and a nice, premium feel. With the more durable paperboard, each carton stood up to handling and transport and told buyers that our products were consistent with what our brand stood for.

An important advantage of using Gable Top Pak was that we were able to try different sizes and formats. Bottles typically have to be cylindrical, but paperboard lets you choose from several different sizes. Either the sleek 250 ml cartons for quick, low-volume hydration or the 500 ml and 1 litre packs for hotels and business events were available to me. Being versatile, our logo, tagline and message about sustainability could fit on all our products, keeping things consistent while giving each item what it needed.

Designers used the approach to our water sourcing in their creation of the packaging narrative. Having both our own quality labs and important certifications meant I was sure our water was safe and unchanged until it reached our customers. We clearly showed the source of each water on the package: the Himalayas, modern filtration and a molecular graphic for added alkalinity and health benefits in our functional water. We added these design elements to the four sides of the carton to instantly show consumers what to expect.

We found it was important to keep testing designs as we collaborated which highlighted why we should be working with a regional Indian manufacturer. Being present in Maharashtra, Gujarat, West Bengal and Karnataka, Gable Top Pak could rapidly adapt their designs while having only slight effect on lead times. We wanted to reflect the company’s values, so designers explored combinations of green for sustainability, white for cleanliness and cobalt blue for clear water. After considering color, we tested different finishes and decided on soft-touch matte which helped absorb some light under retail store spotlights and made the packaging look and feel natural.

One of the best things about this integration was being able to explain our brand story right on the product packaging. Rather than putting important information about our ingredients and how they are made on the back panel, we decided to highlight it in its own section. We made sure our description there was short, used terms customers could understand and discussed how using paperboard instead of plastic reduces carbon emissions, explained why our source waters are clean and pure and mentioned that all our cartons are recyclable and come from responsibly handled forests. Because of Gable Top Pak’s printing, we could put QR codes on the packaging to guide readers to information about our Himalayan source, the compliance systems and details showing how paper stacks up against plastic. How open we were helped people trust us and continue supporting our company past when they made a purchase.

Branding and design can only achieve their goals if the supply chain does its job. Because Gable Top Pak is used across all of India, I was able to cut down transportation charges and shrink the time needed for deliveries. I sent production from West Bengal, Karnataka and Gujarat and arranged delivery to reduce the trip to my Mumbai warehouse and my fulfillment center near Delhi. It helped lower my overall carbon impact and guaranteed that I could keep stock during the periods when everything is sold the most.

Gable Top Pak was there for us to make sure we launched smoothly into the market. The designers proposed corrugated containers for storing many cartons, printed with environmentally friendly ink and pallet stabilization shrink wrap. Besides the cartons, they designed slit-tray countertop displays from the same paperboard to match the brand’s look. This commitment meant all of the secondary packaging they sold was also entirely recyclable and compostable, just like the primary ones.

During the project, Gable Top Pak remained committed to protecting the environment without letting go of the product’s design or usefulness. The reports they sent showed how our cartons performed and their comments included solutions for the next versions, including changing the coating to water-based and including post-consumer content in the paperboard. Information from this research has informed our next generation of packaging and I’m certain that our partnership will keep pushing for better beverage packaging.