As a brand that repurposes old tires to create new shoe soles, CHUPL decided that it was in need of a responsible packaging system to match its attitudes on the environment.
As such, the brand's new show boxes and hang tags feature motivational messages like: "Actions speak louder than words," "I am responsible" and "Change lives," in order to show the good that consumers can do by purchasing these sustainable shoes. Taking inspiration from tires in their original forms, the shoe boxes feature a circular cutout that displays the treads on the shoes. When the front and back of these packages are placed side-by-side, they complete a full circle and an uplifting message.
In addition to producing these responsible packaging and products ethically in India, CHUPL also uses the revenue it generates to help the Himalayan Hope Children’s Home project.