30 March 2015

Designers Create Fun Miniature World For Fruit Juice’s Vibrant Rebranding

[Click here to view the video in this article]

After getting Pentagram to create a new logo and packaging design for it, Frooti—a best-selling mango-flavored drink in India—has commissioned New York-based creative studio Sagmeister and Walsh to put together a large-scale branding campaign for its new looks.

To be launched across print, TV, web and social media, this unconventional branding campaign is a far cry from the generic fruit juice ad—instead, the creatives at Sagmeister and Walsh have built an entire miniature world around Frooti’s products.

Tiny 3D-printed models of people, vehicles and other props are arranged around life-sized mangos and Frooti packaging to create whimsical scenes—for instance, an elephant transporting two packets of Frooti and mountaineers climbing up the sides of peeled mangos. These vibrant images are shot by photographer Henry Hargreaves, who is known for using food to great effect in his work.

The studio has also made a brilliant stop-motion TV commercial, in collaboration with film-maker and artist collective 1stAveMachine and animation collective Stoopid Buddy Stoodios, which features Frooti’s celebrity ambassador, Bollywood star Shah Rukh Khan, in “Lilliputian form”.

You can watch the very fun TV commercial below, or read more about this rebranding project here.

[via Under Consideration, Fast Co. Design]