‘Indusity’ (Industry + University) is a term coined by Limkokwing University College to describe its collaboration with industry partners such as Nestlé.

Nestlé and Limkokwing University College of Creative Technology (LUCT) established their first indusity partnership when 15 LUCT students were given an opportunity to design ice cream sticks and cups for Nestlé Ice Cream.

This win-win project was part of an agreement signed between Nestlé and LUCT two years ago to collaborate on R&D, in line with Nestlé plan to develop innovative packaging in its various product lines.

“In order to tap their creativity and encourage them to come up with as many ideas as possible, we did not place any restrictions on their designs,” explained Lecturer & Indusity Coordinator in Product Design (Faculty of Design Innovation) Mr Mohd Wazir Hussein.

Burning the proverbial midnight oil, the students prepared three design concepts each to be presented before a panel of judges comprising Nestlé staff and their advertising agency JW Thompson. They could choose between designing an ice cream stick or cup.

The students unanimously confessed to two things: being first timers, they were all nervous prior to the presentation and they benefited much from the experience.

“Refreshing creativity!” was the verdict of Nestlé Packaging Technology Manager Lim Seng Huat at the end of evaluation exercise.

The students valued their first experience working with a “real client” more than prize money offered. Compared to their usual class projects, they had to do much more research on practical issues such as their target audience, type of material used, cost and marketing. They also went on an educational visit to the Nestlé Ice Cream factory in Chembong.

“The students were surprised that Nestlé preferred design did not match theirs. That’s because the industry’s criteria is market-driven, whereas students are taught to be process-oriented.

“Lecturers tend to place more emphasis on the students’ rational and step-by-step methodology of how they arrive at their respective design concepts instead of addressing the needs of the business. But they still need to be aware of industry needs and the target audience so that their designs will be on the track,” commented Mr Wazir.

However, Mr Wazir feels that the differences are part of the excitement of the “indusity” experience that helps academicians understand the industry better.

Another feedback from the students was that they would have preferred to concentrate their efforts on one design rather than spread themselves too thin on three designs in the 14-week project. Mr Wazir explained that this was deliberately done to simulate ‘real life situations’ where the students would need to propose several options to their clients within a short time frame.

Despite the hard work, the students had great fun designing something that children wanted to eat with and play with as well as collect and share with their friends and siblings.

In other words, they felt that they had added value to Nestlé Ice Cream.