We designed the Identity & packaging for Bingo Tedhe Medhe’s ‘Chatpat Kairi’, the latest addition to their beverage collection.

‘Bingo’ is a popular food & beverage brand under ‘ITC’, the biggest consumer brand In India which makes any new product launch really critical. We feel honored to have been the agency who was given this crucial responsibility.

About the product:
“Chatpat Kairi” (translated to ‘spicy raw mango’) is a nostalgic drink for all Indians i.e. spiced mango juice. Every Indian has had this drink once in their childhood and our vision was to trigger those nostalgic summer memories for the Indian consumer.

About the design:
Our vision was to design an Identity & packaging that was loud, summery & gives a hint to the sweet & spicy mango juice inside. We achieved it through 3 core design choices:
1. Tropical green & yellow colours: These colours trigger feelings of summer while showcasing the ingredients i.e. mango, lime, lemon, green chilli. This makes the product stand out against other soda/colas.
2. Bilingual logo: The word “Chatpat” is written in devnagri script from Hindi language, the most popular language spoken in India making this product an instant hit. This helps it stand out from the other 99% beverage brands while showcasing the Indian roots.
3. Inspired by Indian truck art: Indian road-trips & summers go hand in hand. This only mean one thing… passing by some beautifully colored trucks with their own unique painting style. That is exactly what inspired us for the illustration style & typography.

Easter egg: The back of the packaging was a crucial real-estate which we did not want to miss out on. We utilized this space by creating a female Indian figure wearing traditional Indian clothes & sunglasses while sipping on a raw mango. This shows a bridge between traditional & modern India while showcasing the rawness of the drink inside! It is highlighted with a dialogue bubble saying “Bilkul Desi” which can be translated to “Completely Indian”.

Brand’s extension: Bingo, as a brand is loved by Indian youth. It’s popular for its bold & “taste-comes first” approach for snacks. Therefore, our design choices ensure that the packaging stands true on these values; which it beautifully does.

Current scenario: Chatpat Kairi by Bingo is one of the most viral beverage brands In India right now and has seen content creators, Influencers, design experts create content around it’s unique design & the nostalgia that it fills them with!