Rasna Design & Branding Rasna 3 by VML Qais Mumbai

Rasna 3

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Media Design & Branding
Market India
Agency VML Qais Mumbai
Art Director Ashutosh Karkhanis
Illustrator Priyanka Khedekar
Released August 2010

Awards

London International Awards 2010
Package Design Beverages - Non-Alcoholic Bronze
Package Design - Shortlist

Credits & Description

Credits
Corporate Name of Client: Pioma Industries
Client Account Director: Maulik Desai
Agency Account Director: Siddhartha Singh
Agency: Rediffusion Y&R, Mumbai
Design Company: Rediffusion Y&R, Mumbai
Executive Creative Director: Ashutosh Karkhanis
Design Director: Ashutosh Karkhanis
Art Director: Ashutosh Karkhanis
Illustrator: Priyanka Khedekar
Graphic Designers: Ashutosh Karkhanis/Priyanka Khedekar
Basic description of the project:
The task was to create iconic packaging to redefine the identity, revive the brand, make it relevant to the imagination of children who consumed it and strongly influenced the purchase decision. Instead of creating normal packs, which would portray Rasna as just another player in the nutritional drink market, we conceived an idea that got the most mileage by making maximum use of the pack itself. We did this by printing mythological and folklore characters on the reverse of the carton, which came to life in a child's imagination. This made the product appeal to parents and children alike.