The
Regal Masala Col'D'rinks
Brand experience design for a beverage company.
Summary
Brand identity re-design for a local beverage shop upscaling to franchise business.
The Regal Masala Col'd'rinks is a 38 years old, small beverage outlet at a prime location in the city of Jamshedpur, India. This outlet is famous in the region for its mouth-watering spicy beverage and has become a part of the popular youth culture of the city. People of the city not only love the beverage sold here, they are also emotionally attached to the self-made brand, which has emerged in due course of time.
The main challenge with this project was to project the brand as a new age franchise, reflecting the sensory feeling of bold freshness that the beverage provided to its consumers.
Process:
Stakeholder Interview
Customer Interview
Branding and Visual design,
Mockup generation.
Tools
Photoshop, Indesign, Sketching
Process:
Think
Know
Make
Mind map - Understanding the product and brand association:
A consumer survey was done with the help of company associates. In the survey, I asked the customers three simple questions:
1) What comes to your mind when you hear the name of 'The Regal Masala Col'd'rinks'?
2) What comes to your mind/How do you feel when you hear the name of 'The Regal Masala Col'd'rinks'?
3) What is the most prominent flavor that you remember from the beverage?
I created a visual mind map of product associations which was derived from the results of the survey which helped to identify
the brand's character: Bold, attractive & contemporary
Relaxed, fresh
The mind map further helped to derive the shapes and colors for the logo design and brand identity:
Shape selection:
Color derivation:
Text style/typeface selection:
Final design cheat-sheet:
Brand application mockups:
