Title	GOGOL MOGOL EGGS PACKAGING
Product/Service	EGG PACKAGING PROJECT WHICH COMBINES MARKETING IDEA AND INNOVATIVE TECHNOLOGICAL
Category	A01. Innovation
Entrant Company	KIAN BRAND AGENCY Novosibirsk, RUSSIA
Advertising Agency	KIAN BRAND AGENCY Novosibirsk, RUSSIA

Name	Company	Position
Eugeny Morgalyov	KIAN Brand Agency	Production Designer
Maria Sypko	KIAN Brand Agency	Art Director
Anrey Kalashnikov	KIAN Brand Agency	Designer

The Brief

Gogol mogol eggs packaging is a project which combines marketing idea and innovative technological solution. Today a problem of healthy nutrition becomes more acute in the whole world. Due to the high employment of working population, there is no such opportunity to use for food healthy and wholesome products. The solution calls to return so healthy and useful product as boiled egg to a daily meal of a modern person. The developed technology is able to solve two problems at once. First, Gogol mogol is convenient package for storing and transporting the product, and second - the container for it to be prepared. The invention relates to the food industry. More specifically, it is a type of self-heating package, which heats the product to the required temperature before using. Heating is a result of heat release during exothermal reaction. At present day, self-heating packaging technology already exists on the market, but it isn’t widely developed. There are only 2-3 examples of product with similar functionality in the world.

Individual egg package consists of several layers: a shell, a heat-insulating layer, an inner container with a thermal module and an actuator (membrane and tape). The egg’s outer packaging made of recycled cardboard. Next, heat-insulating layer, that provides prolonged heating and reduces the loss of heat into environment. The thermal module located in the inner container of the case, includes a reagent in solid form (powder or granules) and closed (sealed) chamber with a reagent in liquid form. Closed inner container - is flexible, thermally conductive layer, which provides good thermal contact. The container is sealed. The activator is executed as a flexible tape. When a membrane is removed by pulling protruding tab, it runs the heterogeneous exothermic reaction of calcium oxide with water. As a result it forms poorly water-soluble calcium hydroxide and allocates the certain amount of heat. The process is followed by the reaction: СаО + Н2О = Са(ОН)2. The reaction proceeds rapidly, accompanied by a large heat release. Water, that penetrating deep into grains, enters into chemical interaction with CaO. The heat released during the reaction warm over the product. There are 13 grams of calcium oxide and 8 grams of water needed for a successful chemical reaction. The released amount of heat is sufficient to bring the egg up to a temperature of 70 degrees Celsius, which is able to provide a complete preparation.

We created Gogol mogol brand idea in the framework of Design it yourself, provided by European Packaging Design Association. The challenge posed by the organizers to participants was to create a packaging of the future. The concept has not only taken the first prize of the competition, but also attracted the attention of media and Internet users from all over the world. A lot of publications in various journals were focused on the innovative idea of brand Gogol mogol, which caused great interest of public. The idea of a new product had become so popular that we succeeded in finding a partner in a short time, who was interested in investment for exploring the idea and preparing it for industrial production. Now, the development is already on the final process stage of beta-testing and pre-patent preparation. Gogol mogol developers have no doubt about the success of the product. It is able not only to change the perception of eggs cooking completely, but also to initiate opening of a new category of healthy and wholesome products on the market that are so easy to prepare, wherever one is.