Almond Branding helps rebrand Fruzzanté by Hill Zill Wines,

Fruzzanté by Hill Zill Wines,India’s first fruit wine brand, founded in 2016 by Priyanka Save and Nagesh Pai from Maharashtra, has undergone a rebranding exercise in collaboration with Almond Branding, a leading strategic branding agency from Mumbai, to create a strong brand identity and positioning in the Indian alcoholic wine category.

The rebranding exercise for Fruzzanté is aimed at enhancing brand’s presence – since it had a lot of firsts to its name, uniqueness, and awareness amongst bibulous people, that lacked in the earlier phase. The initiative encompassed key elements such as expansion of its portfolio and a dramatic variation in its packaging. Prior to the rebranding exercise, the appearance of Fruzzanté was iconic, mainly because of its simplicity.

The new branding by Almond Branding rightly conveys the brand’s focus on producing and serving premium quality fruit-based alcoholic beverages, while embracing Fruzzanté’s legacy by retaining its indicative of fruits, iconic font, and play with colours. In the new packaging, the Fruzzante logo identity is retained as it is. The beer like amber bottle shape is also retained so as to keep the casual, easy drinking style association intact. To clearly position the brand in the minds of the consumers and build its own strong identity, it is now defined as a “sparkling alcoholic beverage”.

The key features  of the product like 100% fruit-base, vegan, and gluten-free, will grab a significant focus on the package. Realizing the changing choices of Indian consumers from age-old cocktails to fresher drinks and local palate, the brand stepped into an unconventional and unexplored segment of fruit-based alcoholic beverages with six fruits, mainly; Mango, Strawberry, Star Fruit, Chikoo, Pineapple, and soon-to-be-launched Orange, each with its individual geographical identity. Every bottle of the alcoholic beverage category follows a colour scheme that represents the fruit, for example, green indicates Starfruit, pink for Strawberry, and yellow for Pineapple.

According to the founder of Hill Zill Wines Priyanka Save, “Our re-branding effort for Fruzzanté is one of many things we are initiating as part of our plan for growth to improve the drinking experience for our customers. We actively surveyed the market and spoke with our distribution partners, and came to a realization that there was a need to showcase the uniqueness of the product, keeping in mind the use of fruits other than grapes that were used to make the drink, and so, creating a new brand identity had to be the first step towards it before expanding our portfolio. From our one-of-its-kind drink to our relatively-healthy elements, affordable prices, and value offerings, we are leaving no stone unturned to provide our customers with great beverages. We firmly believe, our decision to transform Fruzzanté will keep our brand relevant for years to come.”

Nagesh Pai, the co-founder of Hill Zill Wines further added, “Through this rebranding exercise for Fruzzanté, while embracing our incredible legacy, we have a great opportunity to produce incredible energy for our brand. We are bringing our USP – 100% fruit produce – to the forefront, in a way, that it defines our purpose and what our brand stands for.”

Commenting on the rebranding, Shashwat Das, Founder-Director of Almond Branding said,”Fruzzante is yet another exemplar in our endeavor of helping Startups surge ahead confidently with robust branding powered by design. We have a special affinity for doing Alcohol Packaging but this was special. From day one, we were kicked about the unique concept behind the product. We had to just craft the apt story line and create a Packaging Design that brings out the differentiation.”

Almond Branding is the exclusive Brand Design partner for Hill Zill Wines. It is also engaged in extension of the Hill Zill Wines portfolio as well as the website and Point of Sales design for the brand.



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