Amul goes in for new design makeover for its range of milkshake

Amul Kool Milkshake will now be Amul Kool Shakers.

Amul has opted for a branding design makeover for its range of Amul Kool Milkshake in collaboration with WOW Design, a brand design consultancy.

Known for its range of dairy products which are synonymous with the tagline 'Taste of India', Amul's Kool Milkshake as a youth-centred beverage is 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, which was missing. Now, WOW Design has come on board to create a complete makeover for Amul's packaging design and communication and help the brand reconnect with the target audience.

Keeping the new visual imagery and graphics in mind, WOW Design re-framed the product description of Kool Milkshake as 'Kool Shakers', in order to reflect the 'cool' factor even in the name of the product. Using the colour blue, it has tried to accentuate the monogamous graphic to a new 'in thing' in order to appeal to the youth.

Deepti Kshirsagar, founder- director, WOW Design, says, "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 as Shakers to give it a young twist."

Saswata Das, co-founder and director, WOW Design, says, "The challenge was two-fold -- to communicate the richness of ingredients in the product, as well as the fact that it's meant for the coolest of youth. I think what really clicked well was the smart way in which we fused both stories and made the ingredients in the product do certain activities, which youth today regard as cool stuff such as the dynamic strawberry on a skateboard."

Rupinder Singh Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation (AMUL), says, "Designing needs to be very contemporary to target this youth segment as almost 65 per cent of Indian consumers are very young. We feel that WOW Design's work is moving with the times as well as identifying certain psychological aspects of consumers as well, which is very good. I think that the new packaging of Amul Kool Shakers has shaken up the market. One can see the product from a distance and the brand is very clear and trendy, with a good design."

WOW Design has been associated with Amul for over five years now, and has worked on many projects to make the brand Amul more relevant to the target audience. It has also revamped Amul ice-cream parlours and changed their look and feel both visually and structurally.

WOW Design is an independent Strategic Brand Design Consultancy located in Mumbai. It was founded six years ago. Kshirsagar is its founder, with Das and Saiprasad being co- founders. Currently it is a private limited entity, with an employee strength of 35. The services offered are brand strategy, brand identity creation, packaging design, retail design, communication design, corporate branding and space design.