Most 'functional' packaging emerging onto the market falls short of actual functionality and fits more appropriately into the novelty category. Bucking this trend is Gogol mogol, created by KIAN, a brand identity design agency in Russia.
The Gogol mogol concept, which came first in the European Packaging Design Association's competition to create packaging of the future, can - not just heat up - but actually cook an egg for breakfast at your desk, on the bus or at the park, or literally wherever and whenever.
A single egg is neatly encased in what appears to be a regular recycled cardboard egg packaging, but which actually encompasses three layers of technology.
Hidden directly underneath the regular container is the catalyst, and beneath this a membrane separating the catalyst, from KIAN's 'smart material.' The dividing membrane is attached to a tag, which is visible from the exterior of the packaging.
The cooking process is triggered by gently pulling the tag, which triggers a chemical reaction between the catalyst and the smart material causing the egg to cook.
The egg is then cooked from raw in the packaging for up to three minutes or less, depending on the consistency of the egg required. Once done the consumer simply twists the top off to reveal the cooked egg.
"The developed technology is able to solve two problems at once. First, Gogol mogol is a convenient package for storing and transporting the product, and second - the container for it to be prepared in," explains a KIAN representative.
Reinstating healthy ideas through packaging
Created to be compact and functional so that it can be transported and used easily anywhere, KIAN hopes Gogol mogol, which is named after a Russian egg dish of beaten eggs with sugar, will reinstate the egg as a healthy daily breakfast convenient enough for a modern person on the go.
In the future KIAN hopes to use Gogol mogol to "initiate the opening of a new category of healthy and wholesome products on the market that are easy to prepare, wherever one is," says the spokesperson.
They add that KIAN believes functionality is the key to future packaging innovation.
"We think that the future of packaging is in its functionality and innovative solutions, when design meets practical advantages. We are sure the world will see more of it very soon."
At the moment Gogol mogol, which only took around one month to formulate from concept to design, remains just a concept.
Nevertheless, Gogol mogol developers have no doubt as to the success of the product in the future.
KIAN's spokesperson said the developers are working with scientists and manufactures to decide the best combinations of ingredients to work with, and to eventually launch the product in the near future.
"The work with Gogol mogol is not finished yet, we are collaborating with famous Siberian scientists to think out the best formulas to produce Gogol mogol," they said.
Gogol mogol may not be available on the shelves of local supermarkets yet, but its design innovation signals a move towards packaging that is truly functional, offers dual purpose and fits perfectly into the health conscious, but time limited, world of modern society.
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