Fresh hues, fruity flavors and super refreshing, this is India’s first FMCG mocktail brand. From its brand name to brand logo and packaging, it was very clear that this product has to make a mark on its target audience – the millennials.

Planning a product for retail means having a deep understanding of the audience and the point of sales’. The most important understanding we had was that the brand must have a high recall value, which means it should be easy to remember and must have a show-stopping design to attract the attention of the consumer.

Mocktail – this is a product from the exclusive pubs and lounges. The upper-class and middle-class youngsters have heard of this and maybe even tasted it. They are well versed in pop-culture and are up-to-date with current trends. The brand which has to be built had to be customized for the perfect millennial experience.