- Bru Coffee
A hotly brewing coffee brand gets a revamp.Credits Dcell, Lowe Lintas, Mumbai
Unilever's and India’s largest coffee brand, Bru enjoys a rich heritage since 1962 with a range of products in Instant and Conventional coffee. With a large market share in southern India, the brands future plans were to increase its presence pan India. With the launch of Cappuccino in 2007, Bru pioneered the advent of the instant coffee premix. This along with a growing coffee culture in young India signaled the Brand to increase its product offering and reflavor itself.The Branding
The Key Branding challenge was to transform the older non-descript identity into a rich, visually engaging design. I went back to the roots and used the coffee bean to evoke the origin of the product. A new font family was introduced. The coffee bean was split into a dynamic halve using 2 swirling forms that made way for a dedicated branding area as well as a easy-to-read flavor and product variant area. A complimentary encasing was added to this entire unit for an impactful brand presence across media vehicles.
The color palette was made vibrant by chalking a new usage for the original green and yellow, and by adding a host of new colors that made variant identification very easy.
- Retail Packaging
The aroma swirls emerging out of the coffee cup forms the signature style for the hot coffee range and the use of ice, for the cold coffee range. Engaging product information design, highlights the full enjoyment of each beverage. The photography style added an inviting, warm and ‘I have to drink this coffee’ feeling. The recommended use of a ‘yellow’ cup transformed from being a mere graphic element into a strategic and ownable marketing tool for the brand, differentiating itself from its biggest competitor Nestle that uses a Red cup. A number of retail and merchandise tools were also designed.