Adding visual wit to the mundane world of blue and white dairy products.
Greek yogurt is very young and experimental category in India. People are still flirting within brands. There is no stable brand loyalty yet. The packaging plays major role and all brands are riding on the healthy factor. Its usually considered as a premium product, but doesn't look premium on packaging front.
Persona is the major factor to make a gap in current market. Where few brands looks very traditional and old (came from dairy giants like Nestle and Danone) and few very clinical, cosmetic and conservative (Epigamia). Overall it’s dull, doesn't feel human.
Being a new and young player, we decided to act like one by introducing fun and energy in the category. Let’s create a gap in a market with our young and cool attitude. Visual wit brings a personality to a brand by making unexpected connections between ideas. When you see a connection between two things that seem unrelated, it makes you stop and think a little. You build your own story that brings a smile to your face and develops a personal connect with the brand. Visual wit isn’t about making jokes—it’s about bringing warmth and humanity through design. It takes a light touch and the ability to see connections where others don’t.