Amul collaborates with WOW Design for a packaging design makeover!

WOW Design, a brand design consultancy has collaborated with Amul, for a branding design makeover for Amul Kool Milkshakes.

Amul, a pioneer in the dairy products and synonymous with “Taste of India” has Amul Kool Milkshake a youth centered refreshment beverage as its one of a kind flagship product under the Amul banner. However it wanted to connect better with the main target audience – the youth as the cool factor was completely missing in its current avatar. WOW Design came onboard to create a complete makeover for their packaging design and communication and help reconnect with the target audience.

To overcome the challenge WOW Design proposed to create a Visual Hook which will depict the brand personality i.e. the cool quotient. Therefore the brand imagery and graphics now needed to communicate about things that appeal the youth – fun, liveliness and the cool factor.

Keeping the new visual imagery and graphics in mind WOW Design reframed the product description of Kool Milkshake as ‘Kool Shakers’ so as to reflect the cool factor in the name of the product as well. The cool color of blue and the new and lively graphics have accentuated the monogamous graphic to a new ‘in thing’ to appeal the youth community.

Ms Deepti Kshirsagar, Founder- Director, WOW Design said, “The current Amul Kool Milkshake could not effectively connect with its target audience as it lacked the cool factor and was unable to attract the main target audience. The revamp of the complete packaging design has brought a refreshing look and feel to the product. To align the whole look the product was renamed as Shakers to give the product a young twist.”

Mr. Saswata Das, Co-Founder & Director, WOW Design added, “The challenge was two fold – to communicate the richness of ingredients in the product as well as the fact that it’s meant for the coolest of youth. I think what really clicked well was the smart way in which we fused both the stories and made the ingredients do activities, which youth today regard as cool stuff eg. the dynamic strawberry on a skateboard”

Mr. Rupinder Singh Sodhi, MD – Gujarat Cooperative Milk Marketing Federation (AMUL) said , “Practically 65% of Indian consumers are very young and so designing needs to be very contemporary to target this youth segment also. We feel that WOW Design’s work is going along with the times and also going into many of the psychological aspects also which is very good. I think that as far as the new packaging of the Amul Kool Shakers goes it has shaken up the market. One can see the product from a distance and the brand is very clear, trendy and its overall a good design.”

WOW Design is associated with Amul for over 5 years now, working on many strategic projects of making the brand Amul more relevant to the youthful target audience. WOW Design has also revamped Amul Ice-cream scooping parlors which changed the look and feel of these parlors visually and structurally. It proved to be a success as it now had a new fresh appeal for its consumers.

About WOW Design:

WOW Design is an independent Strategic Brand Design Consultancy located in Mumbai. It was founded 6years ago, Deepti Kshirsagar being the Founder along with Saswata and Saiprasad being the co- founders. Each one has brought the best industry expertise and experience to form a strategically strong, creatively fresh and technically perfect team. Currently it is a private limited entity with the employee strength of 35 people.

The Services offered are:

• Brand Strategy
• Brand Identity Creation
• Packaging Design
• Retail Design
• Communication Design
• Corporate Branding
• Space Design

WOW Desgin has been associated with the top FMCG majors in INDIA and International wiz:

• ITC Ltd. (Bingo, Candyman, Ashirwaad, Minto Fresh, Gum-ON)
• Heinz India Pvt. Ltd.( Complan)
• Kellogg India Ltd. (Chocos)
• Amul, (Amul Kool, Amul Ice-Creams)
• Starbucks
• Piramal Enterprises Ltd. (OTC)
• JKHC  (Park Avenue)
• FUTURE Group  (FBB, Beauty Center)
• Berger Paints
• CavinKare (Nyle, Garden)
• RSPL Ltd (Ghari, Venus)
• Hyper city (Everyday, Supremia)
• Jyothi Laboratories Limited. (Corporate Space Branding)
• Frigorifco Allana (London Dairy)
• Emami Ltd., (Chavanprash)
• Mrs. Bectors (Cremica)
• Abbott Healthcare (Pediasure, Mamas Best, Similac)
• Nataraj
• Lotus Herbals Pvt. Ltd
• KATOOMBA
• TILAK NAGAR