WOW Design, a strategic brand design consultancy has associated with Dabur for the brand creation and packaging design for its new fruit fizzy drink, Real VOLO. It all started after prime minister, Narendra Modi urged cola companies to add fruit juice to their fizzy drinks. The current rules stipulate that a minimum 10% fruit juice or pulp (5% in the case of lemon) is required to be classified as a carbonated fruit beverage. Dabur wanted to extend the brand equity to the new category to tap the new target segment, the youth by introducing the new range of fruit-based carbonated drinks. That’s where WOW Design came into the picture, that is, right from naming the brand to defining what it would
stand for and then developing the visual identity for it.
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
