Packaging Design: the challenge with CRAI

An extraordinary experience for our MA students in Web and Digital Design and Visual Design who had to design the packaging for some products of CRAI, an important Italian retailer.

Students at work

Students at work

Students at work

Students during presentation

Students with CRAI

The challenge set by CRAI was to reinvent the packaging of some of its products, combining creativity, functionality, and empathy with consumer desires. The participants had the opportunity to work closely with a real customer, discovering the importance of considering practical and strategic as well as aesthetic aspects in the design process.

The inspiration for this adventure came from the concept of ‘La Dolce Vita’, the famous expression representing the Italian lifestyle, full of joy, beauty, and conviviality. The students embraced this inspiration, transforming the packaging into authentic narrative objects capable of telling stories, and creating a deep emotional bond between the products and consumers.

The experience involved every stage of the creative process, from designing in-store displays to devising a digital marketing strategy. The students demonstrated skill and passion, tackling this real-life challenge with enthusiasm and supported by experienced professionals, including the CRAI team.

The outcome of this challenge was simply extraordinary, proving once again that quality education and commitment to design can generate outstanding results.

At SPD Scuola Politecnica di Design we will continue to support our students in their education, offering them challenging and engaging opportunities, to shape the designers of tomorrow, ready to make the world a more beautiful and functional place through the power of design.