Rush
CREATIVE STRATEGY
BRANDING
PACKAGING
ILLUSTRATION
STORYTELLING
PROBLEM
Rush is a range of fruit juices packaged and sold by Coffee Day in their outlets and online. Despite the fact that Rush combines the goodness of fruits, berries, and vegetables to create some astonishingly unique flavours, the products weren’t exactly flying off the shelves. Our research showed that customers are sceptical about the taste of juices that are positioned as healthy. This called for a rebranding — an exciting task that involved designing the logo and visual language.
INSIGHT
Customers will drink their way to better health, if they find fun in the flavor.
Client: Coffee Day Global Limited
Brand: Rush
Creative Director: Kadambari Misra
Branding: Aparna Badgandi
Packaging Design: Aparna Badgandi
Project done while employed at Coffee Day Global Limited (2018)
SOLUTION
The objective of the branding and packaging was to highlight the distinct flavor combinations in exciting ways to counter misconceptions about healthy beverages. Illustration was used as a deliberate departure from the traditional route of realistic imagery to create a more engaging experience for the customer.
Exploration 1
A hand-drawn touch was used to depict the fruits and vegetables in order to convey a natural, earthy sentiment. Irregular colouration reinforced this idea.
The concept depicted the ingredients “rushing” in whimsical scenarios. The act of the “rushing” was a function of the shape of the ingredient and its closest mechanical cousin.
Picture oblong mangoes as rockets. Rounded bottles express the fullness of fruits and clear shrink-wrap labels give the customer an immersive experience.
Exploration 2
Fruits and vegetables were fashioned into memorable characters that would help the customers engage with the product on a more sentient level, and thereby form favourites and identify them better.
The logo takes on a new avatar with each bottle, with the ‘U’ turning into the tongue of the star character. A simple bottle shape and shrink-wrap labels helped the illustrations pop.
Final design
Minimal illustrations of cut and whole fruits and vegetables arranged in patterns formed a distinct visual identity. A rush of vibrant colours set against deep backgrounds made the illustrations jump out.
With great potential to scale for any number of new flavours, these simple forms are also easy to recognise. Production was simplified by using cuboid bottles with flat surfaces for the sticker labels.
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