A blend of exotic fruit juices with fizz

By
admin
-
52

The concept was carved out from the core understanding of this generation’s attitude. The brand name was derived from the concept and coined as ‘VOLO’ excerpting the initials from the ‘We only live once’ so that it sounds more inclusive to the youth. The team used ‘V’ instead of the ‘WE’ as that’s how the generation’s chats are and it sounded more inclusive to the target group. The branding and design had to be more youth centric, catchy, contemporary and competitive to grab the attention of today’s young generation.

Inspired by popular art forms such as graffiti, music, adventure, the tessellation patterns in the identity denote the different personality facets of today’s young generation. The black circle behind the identity lockup denotes the societal norms and the tessellation glass like pieces bursting out from the fading concentrated circles signify the free spirit of the youth, breaking the barriers of the society. The bold fonts, contemporary patterns with seamless integration of the fizz story in a distinct way, are sure to differentiate the pack on the shelf space. The exotic flavours led to defining the vibrant colors for the variants contrasting on the steel grey background. An unconventional approach adopted to appeal to the young created an individualistic shelf space for VOLO.

Striking the right cord with the youth
A segment which was left out of Real’s portfolio was that of youngsters from 16 to 25 years of age. This new launch is intended to bring excitement to this growing target segment, therefore it demanded a thorough understanding of their behaviour, attitude and buying patterns. Decoding the way they live their life and the way they communicate in their social circles and virtual networks was essential to learn in order to define the identity and imagery of the brand.

Capturing the essence of the brand’s core proposition of a striking blend of exotic fruit juices with sparkling fizz was imperative yet had to be communicated in a manner to the young target group to be able to foster the attitude of choosing something different. Hence the brand identity and imagery had to reflect the contemporary ideas and concept that the youth believe in.

Packaging South Asia is a cooperating media partner for drupa 2016 which was held from 31 May to 10 June at Dusseldorf, Germany

The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.

A multi-channel B2B publication and digital platform such as Packaging South Asia.is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.

As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.

The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.

Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.

In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what you need. Speak and write to our editorial and advertising teams! For advertisement ads1@ippgroup.in , for editorial info@ippgroup.in and for subscriptions subscription@ippgroup.in

– Naresh Khanna

Subscribe Now