The Frooti Redesign
Frooti is one of India’s oldest and most loved mango-flavoured drinks. So when they decided to rebrand last year after 30-odd years, they were sure to raise some (billion) eyeballs.
The logo was done by London-based Pentagram (they’ve worked with Verizon, Mastercard, DC Entertainment, 21st Century Fox to name a few). They came up with a military-ish stencil font in the logotype (inspired from the typography on the crates in which mangoes are transported), with a slight slant to it to give it a more fun appeal. The bright yellow was retained and the letters were given dark green to represent the leaves of the mango plant. All of this, in my opinion, made the branding look very serious and hardly anything to do with a fun drink that millions in India associate with summer, outdoor games, and friendship.
In came Sagmeister & Walsh — a New York-based agency — who were tasked with creating a brand identity around the in-your-face military grade logo and make it more appealing to the masses (children, more specifically). This is where they came up with an idea that combined simple bright colors, miniature world, and humorous settings while keeping the Frooti packs in their actual size.
“This allowed the packaging and the mango to appear as the hero of the shots while allowing us to tell stories and add moments of humor,” says Jessica Walsh, one of the partners.
I think the effect of the seriousness of the logo is nullified quite well by the whole brand identity created around it with bright and simple packaging and inventive settings.
More:
1. Pentagram blog: http://bit.ly/2bqned5
2. Sagmeister & Walsh http://bit.ly/2bbK7lG
