Our first step was to observe the lifestyle, consumption and health habits of the TG, various global and local brands from the category. We understood how being healthy was an extrinsic goal while being happy had an intrinsic side to it. The newly crafted logo unit revealed the ‘Energy’ and ‘joy’ two facets of health and happiness. We added a free-form holding device inspired from a slice of fruit setting the stage for further story. The ‘dot’ above the letter ‘j’ akin to the Sun connoted. The ‘green’ loop at the end expressed dynamism.

Packaging brought in boldness and confidence with the logo being absolutely big and impactful. The variant mentioned appeared integrated into the logo unit itself, keeping the communication part concise. Furthermore, this approach worked as placed together in the same row to boost brand visibility in retail stores. It also gave the brand a room to cross-sell and announce new flavours/health- combos.