Kcal x DIDI Packaging Challenge.
Kcal set Dubai Institute of Design and Innovation students a real packaging brief, then produced student Marc Najm's flower-inspired, single-sheet folded design as commercial snack packaging.
- Brand
- Kcal
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2026
The challenge
Kcal, a UAE-based premium food and nutrition brand, wanted packaging that was creative, functional and sustainable, and set the brief as a real-world challenge for DIDI students.
The idea
Thirty DIDI students had two weeks, from 5 October 2026, to develop concepts and presented to a panel including Kcal co-founder and CEO Andreas Borgmann and creative director James Birch on 19 October. Najm's winning design folds one sheet of paper around a single item like opening petals, with laser-cut floral detailing instead of ink. Kcal adapted it for production, keeping the flower structure and decorative detailing, though some details changed for production.
Case study source: Campaign Middle East Source ↗
