HornBack wanted to create a seamless and frustration-free unboxing experience for their customers. Hence, the task was not only to design functional packaging that secured the innovative electric bikes in its folded state but also to ensure their protection during transit.
In the bustling city of Hyderabad, industrial designers from IIT Bombay Nishit and Rajkumar introduced innovative e-bicycles that were known for their portability. They have designed the world's first diamond frame folding electric bicycle. With 4 patents, they are one of the few companies in India to actually have in-house design, R&D, fabrication and paint systems.
It was essential to balance durability, sustainability and cost-effectiveness in the packaging materials, along with providing sufficient protection to withstand transportation rigors.
Moreover, the packaging design must be attractive & can accommodate the weight of the e-bike (up to 25 kg) while considering space constraints for storage & transportation associated with flat-packable packaging.
Another challenge was to ensure easy unboxing of the e-bikes without requiring excess force and maintaining the brand’s identity with a seamless unboxing experience for customers.
All this was meant to be solved by keeping SOPs simple and making the packaging reusable in case of return shipping.
First, we studied the e-bike in its folded and fully assembled forms:
Weight: Approximately 24.5kg (including a battery weight of 1.68kg).
Outer Dimensions: 1006mm x 519mm x 983mm.
The charger was also considered, with specifications to be determined.
The packaging design consisted of a 3-part telescopic box supplemented with custom inserts to secure the e-bike during transportation. The housing was implemented to restrict the front and back moments of the wheels.
The primary packaging featured 2-ply rolls, making it sustainable and preventing frame scratching while minimizing plastic usage. In addition, the traditional zip was replaced with paper tape, further showcasing the brand’s commitment to sustainability.
Further, adding the front flap and the bottom tray allows customers to easily access the bike, facilitating easy and smooth roll-out of the e-bike and enhancing the unboxing experience of the customers.
During user testing, here were some insights we captured:
The transit trial from Hyderabad to Mumbai confirmed the packaging's resilience and its ability to protect the e-bikes during transportation.
Here’s our innovative and data driven approach created an impact for Hornback’s ebikes :