Paper Boat

Challenge
How to communicate a brand idea of simple, natural, unadulterated drinks that promise familiar tastes from the past in a contemporary and accessible format.

Brand Idea: Nostalgia
Generations of mothers in India have passed on some incredibly tasty and healthy recipes of simple drinks that are perfect after a game of hopscotch or a splash in the rainwater puddle by the house. Jaljeera, the refreshing cumin and mint-flavored lemonade, Aamras, the mango pulp brings back the bliss of school vacations and board games with cousins, Kokam Sherbet, Aam Panna, Imlee juice… the list of traditional drinks from the past is endless.

Is there something that can take me back to those unadulterated times?

Name: Paper Boat
A range of ethnic Indian drinks. Simple and fun, just like the paper boats we used to launch as kids.

Name is inspired from a well-known Indian song “Wo kagaz ki kashti” …

Design
To make it truly accessible and affordable, standee pouches in a substrate that looks & feels like paper were chosen. The packaging reflects simplicity and purity of the drink inside.

Results
Paper Boat was silently placed across 500 modern retail outlets in four metros in India. Without any advertising or promotions, the packs are disappearing from the shelves so quickly that the client is revising capacity plans for the national launch.