Sachin Basu

The Absolute "Jugaad" was an interpretation of what an Absolute bottle would look in an Indian context. Jugaad means a simple fix, elements coming together and addressing a problem. India being a country of multiple culture but working on a principle of jugaad. The absolute bottle shape and simplicity being the most significant aspects of the brand. We tried to combine the characteristic of the brand and an Indian product.

Professor Gustaf Erik Pasch received a patent for invention of the safety match in 1844, he developed the match tip which would only light up when strikes a rough surface outside the box. The safety match is used in various ways a day to day Indians life. The match box branding and illustration is often incorrect and comical nature like the use of its matchsticks. so we tried to redesign the matchstick tip. Image: Matt Lee

The Ulta Pulta (upside down): In Indian household when a match a is lit to light a stove it is not discarded, it saved in a separate container to use it for later. The used one are used to transfer flame from one stove to another. The double ended matchstick is an inspiration from the use and reuse of such basic material.

King Kaan (ear) : A lot of people use matchstick tip to clean their ears so the King Kaan is a tweak to the conventional matchstick to address the problem.

The Shark Tooth: Like the King Kaan the Shark Tooth has a tooth pick at one end to clean ones tooth.

The "Safety Match": This iteration was not based on the match stick tip but more on how one product is used world wide. In India match boxes are majorly found with two kinds of people, house wives and truck drivers. This match box will have a condom for safe sex. Truck drivers often get infected and in a country where family planing is important.