WOW Design gives complete makeover to Amul Kool Milkshake

The brand imagery and graphics have made it more lively and cool to target the youth. The product name was also changed to Kool Shakers

BestMediaInfo Bureau | Delhi | February 1, 2016

WOW Design, a brand design consultancy, has done a complete makeover for the packaging design and communication of Amul Kool Milkshakes, a youth-centred refreshment beverage. Amul, a pioneer in dairy products and synonymous with “Taste of India”, wanted to connect better with the main target audience – the youth – as the cool factor was completely missing in its current avatar.

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

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. The cool colour of blue and the new and lively graphics have accentuated the monogamous graphic to a new 'in thing' to appeal to the youth.

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. The revamp of the complete packaging design has brought a refreshing look and feel to the product. To align the product with the new look it was renamed 'Shakers' to give a young twist.”

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.”

Rupinder Singh Sodhi, MD, Gujarat Cooperative Milk Marketing Federation, said, “Practically 65 per cent of Indian consumers are very young and so designing needs to be very contemporary to target this youth segment. 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 has been associated with Amul for over five years now. WOW Design has also revamped Amul Ice-cream scooping parlours which changed the look and feel of these parlours visually and structurally.

Info@BestMediaInfo.com

Info@BestMediaInfo.com