Frooti is one of India's oldest and most loved juice brands. For the first time in 30 years, they were ready to unveil their new logo, which was designed by Pentagram. Frooti asked our team to create a visual language and strategy for launching the brand across print, social, web, games and TVC.
The goal was to introduce the new packaging in a fresh, bold and playful way. To do so, we created a miniature world using tiny scaled models of vehicles, people and plant life. Only the Frooti packaging and mangos were kept in real life scale. This allowed the packaging and the mango to appear as the hero of the shots, while allowing us to tell stories and add humor. We introduced four bold colors to the brand that complement the yellow of Indian mango and add a sense of playfulness across the imagery.
We also conceptualized & designed brand extensions such as a Frooti recipe website, a microsite, the social media strategy, a series of Frooti games and more. For the television commercial, we partnered with Special Guest's Aaron Duffy, director Marc Reisbig and Stoopid Buddy Stoodios to bring this miniature world to life through stop motion animation. In these stories, the characters find a giant mango while exploring in the desert. They try to move the mango, but find that no amount of force will make it budge. When they realize that only the power of their collective voice will magically lift the mango, it bursts into the new Frooti bottle. We partnered with Bollywood star Shahrukh Khan for the live action scene at the end of the film.
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Agency/Studio: Sagmeister & Walsh, 2017 Creative Direction/Production/Design: Jessica Walsh TVC Spot: Sagmeister & Walsh, Special Guest & 1st Ave Machine, Website Design & Animation: Zipeng Zhu Design: Briony Crane & Marion Lutterberger Behind the Scenes: Scott Carthy Photography: Henry Hargreaves, Scott Carthy & Marion Luttenberger Retouching: Briony Crane & Lutz&Schmidt
