Client
Zurica
Services
Product Strategy & Packaging Design
Year
2025
For anyone who has worked or moved around in Mumbai’s market, every other packaged drinking water bottle carries a familiar name – Zurica. From catering to weddings to quenching thirst at local stations and restaurants, Zurica is everywhere (even seen in Instagram reels!).
When they decided to expand their market by introducing a range of low-cost/mass-market cold drinks, we had the opportunity to partner up with them and deliver a packaging design range that helps them stand out in a market filled not just with international players, but even numerous local ones.
Our Approach
The Carbonated Soft Drink, commonly referred to as ‘cold drink’, is a hyper-competitive category. Whatever market isn’t captured by the name-brands, attracts locally bottled, shabbily branded products. And each region has its own such local players. Our job was to go against all of them and help Zurica stand out.
Here were some key product and design decisions we took considering this –
- In terms of packaging, we wanted to ensure we look familiar to common players in the category, while standing out from the rest. This is important because a thirsty consumer who’s already tired of the Mumbai local traffic and heat needs a product that’s easy to understand and trust.
This is especially relevant because it’s very common for design firms, freelancers, and creatives to prioritize ‘doing-something-different’ over the simple design sensibilities that mass-market products require. Clear, understandable, familiar-looking (to replace the usual option) – that’s the name of the game.
- Yet, to ensure we stand out from the pack, we ensured that our design treads the line of being familiar yet missable carefully, bringing freshness in an otherwise unchanging category.
- Another important objective was to ensure we tap Zurica’s existing goodwill in the market well. With years behind building a solid distribution and customer base, it’s only common sense not to let go of the equity the name already holds, while conveying that this is a different product. And doing that across 6 different flavours.
The result was this – a logo that captures the fun and excitement of the category. And a packaging that’s familiar yet not like everything else out there in the market.
This project is currently being finalized, therefore we can only offer a sneak peek for now. Please come back soon to see how the entire product line looks. Cheers!
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Trusted by names like Zurica, 3SistersDrinks, Jerk Energy, and more, beverages is just one of the categories we have expertise in. If you’re looking to launch a premium, niche, or mass-market brand and need a partner that understands both communication & design and strategy, contact us.
