Amul enters packaged food juices segment with ‘Tru’

Amul has collaborated with Almond Branding for an end-to-end brand building, packaging design, and communication design

Amul Tru

Amul, the Indian dairy brand enters the packaged food juices segment by launching ‘Tru’ in collaboration with Almond Branding for end to end brand building, packaging design and communication design. Under the new Brand ‘Tru’, Amul, a pioneer in the dairy products and synonymous with “Taste of India” now introduces fruit juices in four flavours – Mango, Orange, Apple and Lychee and is priced at Rs.10 for a 200ml bottle.

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, a new brand under Amul’s stable was born, called Tru. The name goes well with the ethos of the brand Amul of being ‘superior quality’ and ‘trustworthy’.

Looking at the brand positioning, Almond delved deep into understanding the associations that consumers have with the fruit juices and the beverages category at large. For some it was a mood enhancer, for others it was a conversation starter or a tool to build relationships and for yet others, it was a reflection of their attitude. The intention was to identify the space Amul can own. Fruit Nutrition, that’s 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 for a 200 ml bottle, the design language of the brand was kept simple yet catchy to attract the attention of consumers from across SECs.

The Visual Hook is an appetizing 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 Visibiity 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. 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! Sipping over 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. The best part of working with Amul – they treat us as equal partners in brand development. They lay trust in our expertise in the Branding & Design arena and show full faith to go with our suggestions and design solutions proposed. We truly get to work on it as our own brand – like real brand custodians.”

Almond Branding has been associated with Amul for over almost a decade now. Almond has been the force behind all major beverage launches last year like Amul Kadhai Doodh, Haldi Doodh, Gur Doodh, and Amul Milkshakes. Almond had also been the strategic branding & design partner for Amul’s foray into mocktails with Amul Irish Drink and Amul Pina Colada.

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