Indian dairy products brand Amul has roped in brand strategy and brand design firm DY Works to reinvent its Kool Lassi's look and packaging to attract the young Indian demographic. The design objective was to put lassi in the modern, contemporary space which would appeal to a younger audience, emphasizing much more on style.
Speaking about the project, Alpana Parida, President-DY Works remarked, "The brief was very interesting, and based on our preliminary research we realised that most of the peer companies, whether it was colas or mineral water, had already moved to pet bottles, thus the need was to design packaging that was not only up to date with current trends but one that capitalized on gaining popularity as a healthy and natural beverage."
RS Sodhi, Managing Director, GCMMF Ltd. added, "The strategy to rebrand Amul Kool Lassee to Amul Lassi and redesigning the look to attract youth along with the message of health has really paid well in the market. There is a rising demand for lassi in the new pack which has helped us increase penetration of lassi by 50% in the market."
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Updated Date: Dec 21, 2014 04:33:48 IST