Mumbai, 31st March 2016: dCell, the strategic design consultancy of MullenLowe Lintas Group, has developed the visual pack architecture for Raw Pressery’s benefit and classic range of juices. Cold-pressed juice brand Raw Pressery has been founded by entrepreneur Anuj Rakyan and is unique in the sense that its products are made from a combination of fruits, vegetables, nuts, spices and super foods without any heat or air thereby ensuring freshness for longer duration.
Commenting on the brief given to dCell, Anuj Rakyan, Founder and Managing Director of Raw Pressery said, “We wanted to create a master brand architecture for the benefits and our new classic range of juices to create a consistent, effective visual identity. With the new classic range, we wanted to reach out to a larger health conscious segment that often ends up being short changed by ‘100% juice’ brands. We’re excited with the creative output provided by dCell and wish the product gains popularity with the consumers as well.”
Sharing the creative approach taken by the agency,Tasneem Ali, Executive Creative Director, dCell said, “Raw Pressery was taking a big leap from being a mostly online, home delivery based brand, to one where retail shelf presence is vital. Having a clear pet bottle in the universe of tetra packs is not just a differentiator on the shelf but gives an assurance of quality and purity, with plenty of taste appeal. As Raw Pressery has a loyal consumer base, we decided to build on what we felt had going for it. Retaining the original bold, simple, hand crafted logotype, we created a device holder to ensure the visibility of the logo on the various coloured juices. By linking the logo with the fruit graphic, we reinforced the brand promise to rely only on the fruit, and nothing else, to deliver on quality and taste. The free flowing illustration style is candid, uninhibited, honest, and true to the brand ‘Raw’.
From the bottle format, to the logo and the illustration style, to the tone of voice of the back of pack copy and the way the information is presented, everything works in tandem to deliver the brand message: Raw Pressery is truly All Good, No Bad”.
Started in 2013 by the former marketer as an experiment to fill the gaps in India’s health beverages market, RAW Pressery has become very popular among fitness enthusiasts who started consuming the cold-pressed apple, beetroot, ginger, carrot and lemon juices as detox drinks. Rakyan started the company in Mumbai through a home-subscription model before selling in supermarkets such as Food hall, a chain of gourmet stores by Kishore Biyani’s Future Group.
The company manages procurement, production and packaging in-house and the juices are available at Rs 55 onwards for Classic Range for 250 ml bottle and at Rs 150 for Benefit Blends for 250 ml bottle.
About dCell:
dCell is the strategic design consultancy unit from MullenLowe Lintas Group, India that offers integrated design solutions to clients. dCell helps clients grow their business by transforming ‘ideas into brands’.
It uses its strong strategic background and pure design skills to deliver a brand differential in the market place. dCell has partnered with leading brands such as Axis Bank, Britannia, Essar Group (The Mobile Store), HUL (Bru, Rin, Pureit, Lux, Knorr and many more), ITC Ltd., Kaya Skin Clinic, Kellogg India, Healthspring Community Medical Centres, The Tata Group (Croma& Tata Interactive Services), VST etc.
MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), digital marketing (LinTeractive) that manage 300+ MullenLowe Lintas Groupclients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India.In February 2015, Mullen Lowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.
