Frooti is one of India's oldest and most loved mango juice brands. For the first time in 30 years they were ready to unveil a new logo (Pentagram) and Frooti asked our team at Sagmeister & Walsh to design a visual language, concepts and strategy for a brand launch campaign across print, social, web, games, and a television commercial.
The goal was to introduce the new packaging in a fresh, bold, and playful way. The idea we came up with is to create a miniature world using tiny scaled models of vehicles, people and plant life. Only the Frooti packaging and mangos were kept in real life scale. 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. We introduced four bold colors to the brand which complement the yellow of Indian mango and add a sense of playfulness across the imagery.
We also conceptualized & designed brand extensions such as a Frooti recipe website, microsite, a social media strategy, Frooti games, and more. For the television commercial we partnered with Special Guest's Aaron Duffy and director Marc Reisbig and Stoopid Buddy Stoodios who brought this miniature world to life through stop motion animation. The concept was that the characters find a giant mango while exploring in the desert and try everything to move the mango. They find no amount of force will make it budge. They then realize its only the power of their collective voice which magically lifts the mango and bursts into the new Frooti bottle. We partnered with Bollywood star Shahrukh Khan for the live action scene at the end of the film.