Amul enters fruit juice market

Amul, India’s largest dairy brand has entered the packaged juices segment by launching the Tru brand of fruit juices. Tru fruit juices are available in four flavours – Mango, Orange, Apple and Lychee and are priced at Rs10 for a 200ml bottle.  

The packaging has transparent shrink sleeve labels on PET bottles. 

The launch strategy, end-to-end brand building, packaging design and communication design was devised by Mumbai-based Almond Branding.
 
Saswata Das, founder director, Almond Branding, said, “The fruit beverage market is a cluttered space. The brand name Tru is short, catchy, easy to recall, easily extendable and also has a good sound value.”

He added, “Making the brand identity distinguishing and unique, the core essence of the brand – being pure to the core, is captured in the simple yet modern typeface of the logo. Amul is everyone’s brand and hence the name Tru is written in all small-case making it more friendly and approachable. The sans-serif fonts with well-rounded curves give it the perfect balance of modernity and style, stability and reliability.” 

The visual hook is an appetising shot of the fruit plunging into a splash of juice depicting the freshness of fruit that the brand promises. Das says, “The wavy modern striped pattern adds the style quotient to the overall look.”