Coca-Cola India revamps Maaza’s packaging design

According to a press statement, the brand Maaza is moving ahead in its journey towards becoming a billion-dollar brand and the new look has been designed to keep it contemporary and relevant to the new consumers. The beverage major collaborated with UK-based design agency Taxi Studio.

Srideep Kesavan, director – juices at Coca-Cola India said, “The challenge was to have a packaging that makes it look as desirable as the beverage inside. We collaborated with one of the best design agencies in the world to tackle this challenge and bring a stunning new look to life.”

Pam Partridge, design director at Taxi Studio, said, “During our trip to India to meet the Coca-Cola team for the brief, we got a chance to understand and experience the country’s cultural nuances and varying points of sale for Coca-Cola India and its brands.”

Partridge added, “Using the market insights and learnings, we identified the fact that Maaza’s intrinsic product credentials enabled a moment of ‘innocent indulgence’ in consumer’s everyday busy lives. With the brief now in place, we developed a range of design concepts for testing. The most successful route emerged from research and a new future-proof visual identity system was born.”

According to the company, indulgent colour ways have been introduced to portray the rich immersive experience of real mango and evoke the look and feel of an Indian sunset.

“The refreshed design allows for the brand to proudly take ownership of Alphonso mangoes by denoting the distinct mango shape through a clever blend of graphic mango illustration and the mango juice itself – reinforcing the idea that ‘Maaza is mango’. The bottle’s mango juice drip and much-loved mango leaves have been brought to life through a realistic illustration style and the back of pack story-telling further secures the brand’s new positioning of ‘innocent indulgence’,” added Partridge.

The introduction of the premium Maaza Gold variant, which is a smoother, thicker juice, differentiates the master-brand identity from the core range. The Maaza Gold variant offers premium-ness and indulgence which has been translated in its visual appeal. Maaza continues to demonstrate how the brand enables moments of ‘innocent indulgence’, in consumer’s everyday lives with a variety of delicious serving suggestions to choose from on the back of the pack.

The revamped Maaza bottles and Tetra Pak cartons are available in markets from March 2019. The campaign is supported by a new advertisement in Hindi and other Indian languages.