Amul collaborates with Wow Design for a packaging design makeover

By A Correspondent

WOW Design has collaborated with Amul for a branding design makeover for Amul Kool Milkshakes.

Amul has Amul Kool Milkshake, a youth centered refreshment beverage as its one of a kind flagship product under the Amul banner. However, it wanted to connect better with the main target audience – the youth as the cool factor was completely missing in its current avatar. WOW Design came on board to create a complete makeover for their packaging design and communication and help reconnect with the target audience.

To overcome the challenge WOW Design proposed to create a Visual Hook which will depict the brand personality i.e. the cool quotient. Therefore the brand imagery and graphics needed to communicate about things that appeal the youth – fun, liveliness and the cool factor.

Keeping the new visual imagery and graphics in mind WOW Design reframed the product description of Kool Milkshake as ‘Kool Shakers’ so as to reflect the cool factor in the name of the product as well.The cool color of blue and the new and lively graphics have accentuated the monogamous graphic to a new ‘in thing’ to appeal the youth community.

Deepti Kshirsagar, Founder- Director, WOW Design said, “The current Amul Kool Milkshake could not effectively connect with its target audience as it lacked the cool factor and was unable to attract the main target audience. The revamp of the complete packaging design has brought a refreshing look and feel to the product. To align the whole look the product was renamed asShakers to give the product a young twist.”

Rupinder Singh Sodhi, MD – Gujarat Cooperative Milk Marketing Federation (AMUL) said , “Practically 65 per cent of Indian consumers are very young and so designing needs to be very contemporary to target this youth segment also. We feel that WOW Design’s work is going along with the times and also going into many of the psychological aspects also which is very good. I think that as far as the new packaging of the Amul Kool Shakers goes it has shaken up the market. One can see the product from a distance and the brand is very clear, trendy and its overall a good design.”