Client: Food Service India Pvt. Ltd. | Service:Branding, packaging, communication design

Sector: Food & Beverages

FSIPL is an established name in the Indian food & beverage industry, offering 360 degree solutions to HoReCa (Hotels, Restaurants & Caterers) industry in India and abroad.

Looking at the rising consumption of mocktails & cocktails at bars and lounges & house parties, FSIPL wanted to add to its glittering portfolio, the offerings of high-quality gourmet syrup solutions. Pineapple was brought in to create a memorable branding & packaging to begin with

As with all projects, Pineapple conducted extensive research to arrive at key insights into the industry. Syrups are an ingredient that turn drinks to cocktails, provide an expression of creativity for bartenders and a limitless gamut of flavour profiles for consumers. However, the packaging of different players did not seem to echo a similar sentiment which was the reason for these bottles to be hidden in a corner of the bar.

FSIPL has achieved a strong recognition in the Indian B2B food industry owing to its focus on quality, consistency and customer friendliness. Leveraging this brand image was a strong reason to create an Indian origin inspired identity for the Marimbula brand. Creating this while maintaining a global aesthetic were the cornerstones of the design process.

A clear framework for design was necessary for the product structure envisioned by the brand. Multiple flavours were inspired from Indian, subcontinent and Asian origins like ‘paan’, ‘gol-gappa’ and ‘kanji kati’. Hence, the framework had to ensure the ability to absorb the unique flavours seamlessly and portray a modern, contemporary and global appeal as well.

Since the branding and packaging were to be they key drivers to gain attention, Indian art inspired graphics were conceptualised and led to a distinct visual identity. It instantly helped establish the new brand as high on quality, and innovation, thereby becoming an instant hit amongst the audiences.

Even though the identity followed a framework, each flavour was given a distinct look with consciously thought of graphics and visual elements. Every flavour was well researched, and basis the unique story, the key motifs were then accordingly designed, making each bottle a unique ‘collectible’ one.

The colourful syrups and the contemporary bottle design, coupled with a very unique linear inspired design language lent an instant connectivity and affability to the brand, ensuring that these bottles were placed right on the forefront of the most happening bars and lounges of the country as it helped accentuate the visual atmosphere of the place.

Creating a clear space in the beverage flavours sector required the brand to have a personality that could be related to. Story motifs, Indian inspired graphics and flavour specific colour schemes gave the packaging a bold and outgoing personality that isn’t afraid to flaunt who it is and what it is about, kind of like ‘the new kid on the block’. This was exactly what Pineapple was going for and what truly led to the positive response the brand received in the best of bars against the best of global brands.

Marimbula was able to expand its arsenal of flavours with no restrictions owing to the conscious design philosophy. The product range was not only award winning but also a collector’s edition worthy of joining expensive liquors on the palate of professional bartenders.

Amongst other things, Pineapple delivered the ‘special edition’ gift boxes meant for key customers and promotional events that further enhances the value of the drinks inside the box. Here too, the visual assets developed by Pineapple are put to effective use to showcase the story associated with the contents inside the gift box.