Haanji Kaanji is a hypothetical brand which sells “kaanji” a fermented beetroot and carrot probiotic drink. It is made by naturally occurring bacteria and yeast found in air and vegetable skin, having various health benefits. The recipe hails to be a North Indian tradition, now lost in our fast paced lives. The brand aims to revive the culture and tradition of Punjab, the root of kanji, in a modern and fun packaging.
The design is made by taking into consideration the flavours the drink beholds. Kaanji is a drink with multiple layers of flavours and feels like a pataka(firecracker) in the very first sip. Therefore, the packaging is fun and colourful. The design has two main aspects, one being the pattern, inspired by Phulkari( traditional embroidery of Punjab) and the hand written logo “Haanji”, to imbibe the feeling of handmade or “andaaza” which happens to be the key ingredient of the drink.
Overall the brand aims to imbibe a fun image to a drink which is considered old school and not cool in it’s native region to attract the youth to a healthier alternative to soft drinks and packaged juices which are full of preservatives.
CREDIT
- Agency/Creative: Ojasve Nanda
- Article Title: Branding and Packaging For A Hypothetical Brand “Haanji”
- Organisation/Entity: Student, Non Published Concept Design
- Project Type: Identity
- Agency/Creative Country: India
- Market Region: Asia
- Project Deliverables: Brand Advertising, Brand Naming, Branding, Packaging Design, Tone of Voice
- Industry: Food/Beverage
- Keywords: Packaging design, Branding, Probiotics, Healthy living, Brand design, Punjab
