About the
Project
Objectives
The market of ready-to-drink Cold Coffee is in a nascent stage even in the urban sector of India, especially when its carbonated. Similar brands have failed in the market even after they were launched with a lot of investment and marketing push. So, when Budan was planned to be launched the first concern was to understand the User segment to arrive at the right audience behaviour and hence the brand positioning. Hence the objective was to develop a brand with an attitude.
Strategy
Budan was planned to be launched as a carbonated cold coffee in a Can. Hence the strategy was to develop a Can design which would reflect a particular behaviour or attitude that the modern consumers of such drinks believed in. A large part of the market would come from the hip young males and females who regularly visit pubs or partied with friends in well-known hangouts to chill during the evening or the weekends. The challenge hence was to develop a cool yet edgy imagery that would attract that segment and make them believe in the brand promise.
Execution
Out of the several approaches developed keeping in mind the audience behaviour, a theme of Wild outback of the unknown land seemed most appropriate. The landscape design was conceptualized and the Can design captured the landscape with an anticipation of some mysterious beginning. The illustrative wild animal, colour scheming, typographic detailing was done to lend that edgy feeling. Finally, a stunning outcome that promised immediate awareness and heightened curiosity factor working for Budan.
