Friday, March 22, 2019


Amul launches Irish Drink Mocktail, collaborating with Almond Branding
Saturday, 07 April, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Amul, India’s largest diary brand, has launched the first-of-its-kind Irish Drink Mocktail through collaboration with Almond Branding, one of India’s leading branding and design agencies, for branding, packaging design and communication.

The dairy major has been bringing the best of milk-based beverages to its consumers year after year. In its endeavour to serve best in class products, Amul intended to launch a non-alcoholic Irish cream-inspired flavoured milk in convenient and trendy cans.

It entrusted Almond to create a brand around this innovative product and also develop the packaging design and communication.

The brief
Irish Cream is the combination of the two most sinful things one can relish in Ireland – Irish whiskey and Irish cream. The task was clear - the aura of an Irish Café had to be portrayed on the face of a can.

The other challenge was to set the right expectation in the minds of the consumer, lest they confuse it with a coffee or similar-flavoured drink and end up having a weird experience.

Leaving no scope for ambiguity, the drink had to be positioned as a mocktail – an alcohol-free alternative to relish at parties, to say cheers with friends or simply consume for self-gratification.

Branding solution
One of the unique features of Irish Cream is the characteristic layers of different colours – cream, light brown and then dark brown.

The brand colours were derived from these special hues that are bound to visually transport one to the Irish café experience.

The branding was carved out of a classic bold font type etched on an oblongish dark brown unit – hard to be missed even from a distance.

The visual hook was an asymmetrically placed Irish cream shot glass with three coloured layers perfectly topped with drooling whipped cream.

The checkered pattern on the light brown background was inspired from the traditional checkered Irish fabric.

An overall clean, minimalistic design interspersed with gold shimmer and dark hues to capture the brand promise – a premium international experience.

R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation (GCMMF) Ltd, which sells Amul, said, “Coming from the house of Amul, this Irish drink is bound to disrupt the beverage category and become the new high of 2018.”

“The Irish drink is inspired from the famous Irish coffee having its origins in Ireland, thus, making this mocktail as exciting as it could get,” he added.

Saswata Das, founder director, Almond, said, “Our decade-long association with Amul, the largest dairy brand in India, has been more of an honour. As a packaging design and communication partner, our aim was to bring to life Amul’s idea of bringing the international taste to the youth of India.”

“Amul Doodh Peeta Hai India. Literally, Amul is synonymous to milk. A milk-based beverage with an Irish cream-inspired flavour fits so well in the family of Amul. Yet its nature, being that of a mocktail, gives it an exciting youthful connect. To capture the authenticity, it was critical for us to decode the entire Irish experience so that we could bring it alive for our audience,” he added.

Almond Branding was entrusted with the task of developing the launch communication for the brand, including the point of purchase for retail as well as the social media campaign.  The team at Almond also developed short interactive video posts that went live on Amul’s social media handles and helped in spreading the word.

It is worth mentioning that Almond has also developed the branding and packaging design for two of Amul’s recently-launched beverages, namely Haldi Doodh and Kadhai Doodh, which are positioned as healthy, tasty drinks for a fast-paced stressful life. With Almond Branding having crafted the brand design for all these beverage launches, Amul is all set for the upcoming summers.
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