New variant designs for Sofit to deliver on premiumness
Brand Positioning + Packaging Design
In a nutshell
Sofit is a category leader in the soya milk segment. With an established franchise across flavours such as Vanilla, Chocolate, Mango, Kesar Pista and Sugar Free, the brand has been doing well for itself. However, the potential to drive further growth and attract new users had to come from introducing new flavours. As a branding agency in Mumbai, we helped explore opportunities to extend the brand’s appeal while building on its existing equity.
What we did
It was identified that the new flavours bring with them the opportunity to increase the premium over the brand. The idea was to attract non-users of soya milk into the category by introducing new flavours like coffee mocha and strawberry. The idea of the packaging design was to bring a certain level of desirability without diluting the existing packaging design code of Sofit.
The idea was to add an element of interest into Sofit premium variants without diluting the brand personality.
