Background
Silver Ice Beverages, an established beverage company based out of Pune has an impressive portfolio of innovative drinks. From fusion drinks to flavoured water to fruit based drinks, they have it all. Rio - their flagship brand is loved by youth all over the country for its stand-out taste and overall brand personality.
Challenge
After having a good range of unique drinks in the market, the brand went on to introduce something that was surprising in a different way. An energy drink that appeals to everyone from working professionals to students. The challenge was to convey the brand proposition to the wide ranging TG, create packaging and position the brand distinguishingly in a cluttered market.
Solution
The branding exercise involved a lot of research, product sampling and interviews. We interacted with various sets of TG – from students, to artists, to working professionals. We studied the competing brands and designed the identity and packaging that would stand out on the shelf. The positioning was articulated aptly to suit the category, the taste and the product benefit.