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Amul launches Tru; Enters Rs 1,100-crore Indian packaged juice segment
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Wednesday, 27 March, 2019, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Amul, India’s largest dairy brand, has forayed into the packaged food juice segment with the launch of Tru in collaboration with Almond Branding for end-to-end brand building, packaging design and communication design.
Under the Tru brand, Amul will offer fruit juices in four flavours – mango, orange, apple and lychee. They are available in 200ml bottles priced at Rs 10.
Almond Branding used its proprietary brand nomenclature tools to come up with a number of brand names that can go well with the category and appeal to the new-age consumer.
Within no time, the new brand was born. It was named Tru, because it went well with the brand’s ethos of being superior quality and trustworthy.
Looking at the brand positioning, Almond delved deep into understanding the associations that consumers have with the fruit juice and the beverage categories at large.
For some, it was a mood enhancer; for others, it was a conversation starter or a tool to build relationships, and for others, it was a reflection of their attitude.
The intention was to identify the space Amul can own. Fruit nutrition that is true to the core was the most important reason identified by Almond Branding as to why the consumer will buy the brand and eventually like it.
Making the brand identity distinguishing and unique, the core essence of the brand – being pure to the core - is captured in the simple, yet modern, typeface of the logo.
Amul is everyone’s brand, and hence the name Tru is written in all small-case, making it more friendly and approachable.
The sans-serif fonts with well-rounded curves give it the perfect balance of modernity and style, stability and reliability.
The packaging and design of any product should communicate its brand story. Hence, Almond Branding recommended Amul to have transparent labels to the PET bottles where the fruit beverage inside can be flaunted.
Also, as the product is priced at Rs 10 per 200ml bottle, the design language of the brand was kept simple yet catchy to attract the attention of consumers from across SECs (socio-economic classifications).
The Visual Hook is an appetising shot of the fruit plunging into a splash of juice depicting the freshness of fruit that the brand is promising.
The goodness of real fruit is highlighted with a bold mnemonic in front, not to be missed. The wavy modern striped pattern adds the style quotient to the overall look.
Almond Branding is also working on developing the retail visibility and social media launch communication for the brand.
Saswata Das, founder director, Almond Branding, said, “The fruit beverage market is already cluttered with a plethora of players. We had to make Amul’s entry eventful so that it quickly wins the hearts of consumers.”
“The brand name we coined does just that. The brand name, Tru, is short, catchy, easy to recall, easily extendable and also has a good sound value,” he added.
“Surprisingly, there was no brief from Amul’s end, except that they sent us the actual product samples, and left the onus completely on us to create a brand around it. That was the best challenge thrown at us,” said Das.
“Sipping these juices, the team at Almond would brainstorm for hours to identify the big idea and the core thought for the new brand being created,” he added.
“The best part of working with Amul is that they treat us like equal partners in brand development,” Das said.
“They lay trust on our expertise in the branding and design arena and show full faith to go with the suggestions and design solutions we propose. We truly get to work on it as our own brand – like real brand custodians,” he added.
Almond Branding has been associated with Amul for over almost a decade now, and has been the force behind all major beverage launches last year, including Amul Kadhai Doodh, Haldi Doodh, Gur Doodh and Amul Milkshakes.
The company was also the strategic branding and design partner for the dairy major’s foray into mocktails, with Amul Irish Drink and Amul Pina Colada.
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