Kcal , the UAE-based premium food and nutrition brand, has brought a student-designed packaging concept to life following a creative collaboration with Dubai Institute of Design and Innovation (DIDI) .
The initiative saw 30 students take on a real-world design challenge, with the winning concept subsequently adapted and produced for Kcal’s snack packaging, giving emerging creative talent the opportunity to see their ideas move beyond the classroom and into commercial production.
The challenge began on 5 October, with students tasked with developing original packaging concepts that combined creativity, functionality and sustainability.
Over two weeks, students developed their ideas before presenting their final designs to a judging panel on 19 October, which included Kcal Co-Founder and CEO Andreas Borgmann and the brand’s Creative Director, James Birch.
Following the presentations, DIDI student Marc Najm was selected as the winner for his flower-inspired packaging concept.
Created from a single folded sheet of paper, the original design takes inspiration from the way a flower blooms to reveal what is inside, combining intricate floral detailing with a structure designed to protect an individual product while minimising material waste.
Marc Najm , DIDI student and winner of the design challenge, said, “I wanted to create packaging that protects a single item, inspired by the way a flower blooms to reveal what’s inside. Sustainability was also an important consideration, so I challenged myself to create something using just one piece of paper, folded to enclose the product while resembling the petals of a flower. I then incorporated intricate floral detailing using laser cutting rather than ink. I really enjoyed the challenge because it pushed me to think in new and creative ways.”
Najm’s winning concept has since been adapted for commercial production, with the finished packaging retaining the flower-inspired structure and decorative detailing of his original design.
James Birch , Creative Director at Kcal , said, “After 26 years in design, it’s genuinely refreshing to see the next generation approaching a brief with such creativity and enthusiasm. Marc stood out almost immediately. He had a natural understanding of design, a clear thought process and the confidence to explain his ideas without overcomplicating them. Every decision had a reason behind it, and that’s something I really value in a designer.”
Birch added, “Bringing his concept into production was an equally valuable part of the experience. We worked hard to reproduce his design as intended, but production limitations and deadlines meant adapting certain details. That’s the reality of working in design, and learning to navigate those challenges is an important part of becoming a great designer.”
Andreas Borgmann , Co-Founder and CEO of Kcal , said, “There’s something special about seeing a young designer’s idea become a real product. We were impressed by the creativity and thought that went into the students’ work, and we’re grateful to DIDI for bringing this collaboration together. Giving emerging talent opportunities to gain real-world experience is something we’re proud to support, and we’re delighted to see the winning design come to life.”
The collaboration highlights the value of bringing education and industry together, giving studen…