The background files...
When Swaraj India (a company operating in the dairy business) planned to launch a “flavors” milk drink in the market, they called us to take over the entire branding responsibilities. They wanted this product as a stand-alone brand without using the mother company’s name and legacy, and were looking to compete especially in the urban markets.
• Product Naming: As we got talking with our creative and research teams on the category, we discovered some key insights in the fact that the flavoured milk category had risen from being a milk category drink to a Cooling Energy Drink in its own right. We found out that the product needed to stimulate the end customer’s desire for more energy without compromising on taste. To encapsulate the benefits of having flavoured milk like Nutrition, Health and Energy, we named the product REFRESH. The green element used in the product’s logo symbolized the energy idea.
• Package Design: Since the product was available in Pista, Strawberry and Mango flavors, we matched the package colors to resonate with the actual fruits. The true challenge was to ensure that the design seamlessly merged with the actual color of the drink. We met this challenge by experimenting with several printing media, color palettes and the packaging media itself, and were successful in meeting the challenge seamlessly.
The fresh, vibrant and dynamic color schemes blended in the energetic design were able to help the product carry itself into the market in a smooth manner. The product’s urban marketing turned out to be successful.