Cold-pressed juice is slowly gaining prominence in India. In the past decade, this market has grown manifold. The juice manufacturing market in India is either dominated by leading international (packaged) or roadside (loosely packaged or served by glass) juicers. With the rise of Cold-pressed segment, local players started gaining a solid footing in this market. Pune-based Now Juice, owned by Suvan Foods & Beverages Private Limited, was born with the idea that ‘fitness is the most important blessing’. And, the owner’s vision was to make sure that he provided products which helped in making the world fitter and better!
Even though, cold-pressed juice is gaining prominence, the average Indian judges a product by its price. It becomes therefore essential to justify its price. Therefore, the procedure of getting cold-pressed juice needed highlighting. Essentially, cold-pressed juice uses a hydraulic press to extract juice from fruit and vegetables, as opposed to other methods such as centrifugal or single auger. Thereby, making juice healthier because the raw material was never heated because of the friction. In general, these juices are more expensive than other types of juices, as they are made from 100% fruit and vegetables without any added ingredients.
After our research, we realized that because of government regulations, the bottle will have a lot of text. Therefore, our message had to be conveyed with limited text and visual. Also, the bottled had to look classy and would catch the eye of its customers. Therefore, the route used for this packaging was graphic. Small, clean graphic elements with powerful copy was the way out. The positioning, ‘Start Now’ became an automatic call-to-action, which was played around in its marketing campaign.