CHUPL isn’t just another shoe brand — it is an initiative to make a better future. The brand takes old tires and repurposes them to create the soles of shoes, and the revenue generated goes to the Himalayan Hope Children’s Home project. Niteesh Yadav was tasked to create the packaging, recognizing that a company that operates with fair and ethical views towards the planet should also have responsible packaging.

“The deliverables which were mentioned in the brief were box packaging, hang tags, display stand, and posters. As a designer it was my responsibility to comply with the brief but I had something else in my mind, totally redefine the brief so that it conveys the brand message in a responsible manner — this is what CHUPL is all about, being responsible for your actions.”

“My solution was to zero down the whole thing into the essential elements since we were talking about sustainability, and if we are ones who don’t think about that then we had failed as a brand and our promise. The shoe box was the need since it is supposed to be shipped to the US so I had to make it into a packaging which is complete in itself.”