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Package Design

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Beverages - Non-Alcoholic
Entrant: Rediffusion Dentsu Y&R, Mumbai
Rasna
Credits
Corporate Name of Client: Pioma Industries
Client Account Director: Maulik Desai
Agency Account Director: Siddhartha Singh
Agency: WHO ( A Rediffusion - Y&R Group Company ) , Mumbai
Design Company: WHO ( A Rediffusion - Y&R Group Company ) , Mumbai
Executive Creative Director: Ashutosh Karkhanis
Design Director: Ashutosh Karkhanis
Art Director: Ashutosh Karkhanis
Illustrator: Priyanka Khedekar
Graphic Designers: Ashutosh Karkhanis/Priyanka Khedekar
Chief Creative Officer: Minakshi Achan
Retouching: Gurunath Patil

Basic description of the project:
The task was to create iconic packaging to redefine the identity, revive the brand, make it relevant to the imagination of children who consumed it and strongly influenced the purchase decision. Instead of creating normal packs, which would portray Rasna as just another player in the nutritional drink market, we conceived an idea that got the most mileage by making maximum use of the pack itself. We did this by printing mythological and folklore characters on the reverse of the carton, which came to life in a child's imagination. This made the product appeal to parents and children alike.

LIA Awards 2010©

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