Coca-Cola revamps the look and feel of Maaza packaging

One of the leading total beverage companies in the state, Coco-Cola Bharat has revamped the look and feel of its most popular brand Maaza to keep information technology gimmicky and to attract new consumers. Srideep Kesavan, manager – Juices at Coca-Cola Republic of india said, "Maaza has e'er been the market place leader and innovator since its launch in 1976. It is synonymous with mangoes in a bottle and its rich, polish and indulgent Alphonso mango taste makes it loved in every function of India. The challenge was to have a packaging that makes it look as desirable as the beverage within. We collaborated with one of the best design agencies in the world to tackle this challenge and bring a stunning new look to life."

Pam Partridge, blueprint director at brand design bureau Taxi Studio said, "During our trip to India to meet the Coca-Cola team for the brief, nosotros got a risk to sympathise and experience the country's cultural nuances and varying points of auction for Coca-Cola India and its brands. Using the market insights and learnings, we identified the fact that Maaza's intrinsic product credentials enabled a moment of 'innocent indulgence' in consumer'south everyday decorated lives. With the cursory at present in place, we developed a range of pattern concepts for testing. The well-nigh successful route emerged from inquiry and a new future-proof visual identity system was built-in."

Indulgent colorways accept been introduced to portray the rich immersive experience of existent mango and evoke the look and feel of an Indian sunset. The refreshed design allows for the brand to proudly take ownership of Alphonso mangoes past denoting the distinct mango shape through a clever blend of graphic mango illustration and the mango juice itself – reinforcing the idea that 'Maaza is mango'. The canteen's mango juice drip and much-loved mango leaves have been brought to life through a realistic analogy mode and the back of pack story-telling further secures the brand'due south new positioning of 'innocent indulgence'.

The introduction of the premium Maaza Gold variant – a smoother, thicker juice – differentiates the master-brand identity from the cadre range. The Maaza Gold variant offers premium-ness and indulgence in every sip, which has been translated in its visual appeal too. Maaza continues to demonstrate how the brand enables moments of 'innocent indulgence', in consumer'south everyday lives with a variety of delicious serving suggestions to choose from on the back of pack.

The revamped Maaza bottles and tetra packs take rolled in the markets from March 2019, making the make more relevant and strengthening its position every bit the most loved mango potable in India.

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Source: https://packagingsouthasia.com/packaging-production/coca-cola-revamps-the-look-and-feel-of-maaza-packaging/

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