All projects · Tetra Pak
Mr. Pak · Protects what's good
A carton with a face that shows you around the house and tells you why it protects what's good.
- Client
- Tetra Pak
- Year
- ~2011
- Industry
- Packaging / Food
- Role
- Development
- Partner
- Kinton Cloud
- Format
- Interactive experience
Home · welcome
Mr. Pak welcomes you in the meadow, with the contests and recyclable cartons in speech bubbles.
Context
Mr. Pak is a Tetra Pak carton with a personality who guides the user through an illustrated house. Each room is a scene: the pantry with the products it can hold, the kitchen to explain how it protects food, the living room and garden to talk about the environment, and a craft workshop. Recipes, contests and brand initiatives open inside the scene itself, without leaving the experience.
Screens
Data shown is anonymized.
The pantry
The shelves and the fridge with every product Mr. Pak can hold.
The recipe
Recipes open in a card over the pantry, with ingredients and steps.
Protects what's good
In the kitchen: 50 years protecting flavour and quality, with no preservatives and in perfect condition for longer.
Environment
The living room open to the garden: renewable, recyclable cartons against climate change.
Arts and crafts
A workshop to give cartons a second life through crafts.
What we built
Scene navigation
Six photographic scenes with hand-drawn elements, linked by a bottom bar that is always visible.
Mr. Pak as guide
The character introduces each section with speech bubbles and signs that lead to the content.
The pantry
Dairy, drinks and much more: the products packed in Tetra Pak, with recipes that open in a card over the scene.
Contests and initiatives
A trip to Sweden, rural packs and limited-edition T-shirts as a hook to explore the experience.
Stack
- HTML5
Visual system
Sky and meadow, Tetra Pak blue and hand-drawn strokes over photography.
- Sky#70D0F0
- Tetra Pak blue#1090F0
- Meadow#307010
- Forest#103010
- Carton white#F0F0F0