The brief was to create a rebrand that was sensitive to Frooti’s beloved status, but also radical enough to appeal to new consumer groups.
Frooti is India’s favorite mango drink. Produced with Totapuri mangoes, it can be found in every little store on every little street throughout the vast subcontinent. Catering to all, it offers a democratic selection of products that range from litre bottles to 90ml pouches.
When Pentagram began working on a new packaging range for Frooti as well as developing a visual idea for the drink, we knew it was going to be an extraordinary project.
The brief was to create a rebrand that was sensitive to Frooti’s beloved status, but also radical enough to appeal to new consumer groups. Specifically, it had to attract 15-30 year olds, who had previously shied away from the drink. The rebrand was an immediate success and after its launch in February 2015, sales increased by 60%.
Pentagram revisit the project in Frooti: a Brave New Design. In the film, it is explained how Pentagram created a new visual identity and packaging range for Frooti that bucked soft drink trends to represent modern India. This is Pentagram's second film dedicated to a bottle, with the first focusing on Pentagram’s range for .Ěý
Office
- London
Partners
- Daniel Weil
- Harry Pearce
