This is Lasi, your new favourite drink. Lasi has come all the way from India, to share with you the joys of yoghurt. Lasi contains calcium. Calcium stops your bones from breaking. Lasi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch. Drink it in the evening - tastes great with a nip of vodka. The thing about Lasi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lasi goes where you go, thanks to its tight little lid. When you’re finished drinking Lasi, that tight little lid will keep your spices fresh. Or your paper clips. What do the sumptious hues of Lasi contain, you ask. This Lasi was concocted from bulbous strawberries, seven eighths of a tablespoon of cinnamon, seventy-five millilitres of cow’s milk, two thirds of a cup of low fat natural yoghurt, and half a dozen crushed almonds. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lasi, visit www.enjoylasi.com
What’s Lasi all about? Lasi’s main point of difference, as a competitor in the health beverge market, is its personality. By introducing Lasi and providing its background, this gives consumers an opportunity to create a bond with the product, and increase the chances that they will continue to trust the brand and enjoy consuming it.
Target Market The idea of Lasi is to fill a hole in the market of hip dairy/ smoothie drinks, with the unique aspect of bringing an exotic and foreign culture to the bottled beverage market. This foreign culture has been branded it in a completely different way from its traditional origins, to give it appeal in a more contemporary setting. Lasi targets a late teenage to young adult market (generation Y) those with spare cash to spend on indulgence items, and a desire to be in on the latest trends. The tone of Lasi is a tongue-incheek advertising tone, which creates a deadpan humour that will appeal to a hip young market, while maintaining a laid-back feel, without trying too hard to win buyers over.
For those even younger markets that may miss the humour, the appetising pastel colours of the drink are an appealing enough incentive to spark their attention and patronage. Lasi sits in the premium drink category, however it can also be a food substitute, which gives the drink added value over other premium beverages which don’t double as a meal on the go.
The drink will be available in gourmet foodstores and delis, cafes, (from a novelty Lasi fridge), health food chains like Sumo Salad, Healthy Habits, and sushi takeaway chains. This positions Lasi as a healthy alternative to more sugary and artificial beverages. Lasi is also marketed as an alternative mixer to soft drinks, for an instant cocktail (just add spirits). This gives the product another dimension in the market of ‘hip youth’.
Niche Market
The concept of Lasi was refined through some research into what the beverage market currently holds. These were some drinks found to hold the sort of appeal that Lasi strives to offer. Although just a soda drink with no particular health benefits, San Pellegrino offers the consumer a drink suitable for social situations, and also represents a gourmet lifestyle. As well as this, it maintains a distinct Italian heritage, which adds a cultural value for any consumer that would like to associate with the idea of a foreign culture or travel. T2 bottled iced tea conveys the purity of what’s in the bottle (chilled herbal teas) with clean and simple packaging, placing highest importance on the brand’s trademark, and maintaining a typographical style, rather than graphics
NutrientWater also demonstrated a typographical approach to packaging, with the addition of really utilising the colour of the product as a part of the packaging. The use of humourous text also sets the product apart in attitude and appeal to a certain target market.
Lasi’s unique appeal While the concept for Lasi was inspired by ideas in some of the aforementioned products, it also aims to hold some original appeal that is hard to find a comparison for.
A popular traditional Indian drink, lassi is not well known in a commercial sense in Australia. The purpose of this product is to translate the traditional cuisine to an easy-to-access, easy-to-transport, hip and youthful market.
How does the packaging communicate this?
While graphics have been kept to a minimum, this is to avoid visual clutter, and maintain a balance between the amount of text on the bottle. Because of the clean and simple graphic orientation of the bottle, buyers are more likely to actually read what is there, and create a bond with the product.
The Jar-shaped bottle The shape and style of the glass bottle is important in Lasi’s branding, and in the consumer’s experience. A wide rim rather than a narrow bottle opening is a nice touch for likening the drinking experience to drinking from a glass rather than a bottle, which is usually a more leisurely way to enjoy a drink. The jar shape also makes reference to traditional french yoghurt pots, which adds to the product an authenticity and a point of differentiation from other beverages. This beverage is not just a beverage, it’s also yoghurt, and therefore a more substantial way to spend your loose change.
This is Lasi, your new favourite drink. Lasi has come all the way from India, to share with you the joys of yoghurt. Lasi contains calcium. Calcium stops your bones from breaking. Lasi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch. Drink it in the evening - tastes great with a nip of
250mL of goodness
vodka. The thing about Lasi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lasi goes where you go, thanks to its tight little lid. When you’re finished drinking Lasi, that tight little lid will keep your spices fresh. Or your paper clips. What do the sumptious hues of Lasi contain, you ask. This Lasi was concocted from bulbous strawberries, seven eighths of a tablespoon of cinnamon,
Strawberry & Almond.
seventy-five millilitres of cow’s milk, two thirds of a cup of low fat natural yoghurt, and half a dozen crushed almonds. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lasi, visit www.enjoylasi.com This is Lasi, your new favourite drink. Lasi has come all the way from India, to share with you the joys of yoghurt. Lasi contains calcium. Calcium stops your bones from breaking. Lasi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch.
250mL of goodness 250mL of goodness
Drink it in the evening – tastes great with a nip of vodka. The thing about Lasi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lasi goes where you go, thanks to its tight little lid. When you’re finished drinking Lasi, that tight little lid will keep your spices fresh. Or your paper clips. What do the sumptious hues of Lasi contain, you ask. This Lasi was concocted from ripe mango, half a
Mango & Pistachio.
tablespoon of tumeric, seventy-five millilitres of low fat cow’s milk, two thirds of a cup of low fat natural yoghurt, and six pistachios. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lasi, visit www.enjoylasi.com
The Label
250mL of goodness
The label is designed to make best use of the appealing colour and texture of the product. At the same time, it maintains a clean and simple brand by avoiding visual clutter, and emphasing the trademark logo, as seen in effective beverage packaging such as T2 Chilled Tea.
The labels do not actually use any coloured ink, and instead rely on the colour of the drink itself for visual impact. These mock up labels are coloured as the various flavours to demonstrate the intended outcome.
This is Lasi, your new favourite drink. Lasi has come all the way from India, to share with you the joys of yoghurt. Lasi contains calcium. Calcium stops your bones from breaking. Lasi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch. Drink it in the evening - tastes great with a nip of vodka.
250mL of goodness
The thing about Lasi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lasi goes where you go, thanks to its tight little lid. When you’re finished drinking Lasi, that tight little lid will keep your spices fresh. Or your paper clips. What do the sumptious hues of Lasi contain, you ask. This Lasi was concocted from Algerian honeydew, a
Honeydew & Brazil.
hint of cayenne pepper, seventy-five millilitres of cow’s milk, two thirds of a cup of low fat natural yoghurt, and half a dozen brazil nuts. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lasi, visit www.enjoylasi.com
This is Lasi, your new favourite drink. Lasi has come all the way from India, to share with you the joys of yoghurt. Lasi contains calcium. Calcium stops your bones from breaking. Lasi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch.
250mL of goodness 250mL of goodness
Drink it in the evening – tastes great with a nip of vodka. The thing about Lasi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lasi goes where you go, thanks to its tight little lid. When you’re finished drinking Lasi, that tight little lid will keep your spices fresh. Or your paper clips. What do the sumptious hues of Lasi contain, you ask. This Lasi was concocted from three extra-pulpy
Passionfruit & Pecan.
passionfruit, a dash of nutmeg, seventy-five millilitres of cow’s milk, two thirds of a cup of low fat natural yoghurt, and five pecans. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lasi, visit www.enjoylasi.com
The logotype The logo started out as a simple Helvetica logotype, with simplified paisley elements incorporated into the design. This was intended to create a subtle reference to eastern culture while maintaing a contemporary feel. This was found to look quite childish, especially when combined with the pastel colours of the drink, so a different approach to the paisley design was taken.
This design was found to have readability issues when applied to the bottle, so it was decided that Lassi would be changed to Lasi.
The final logo incorporates the upside-down paisley shape as an ‘a’. Additionally, altered terminals on the helvetica letters have been incorporated, to create a more organic and rounded feel, that reflect the shape of the stylised ‘a’. Overall, this logotype does a much better job of fusing eastern and contemporary than the originl Helvetica logotype, which added little to the brand. The paisley-style ‘a’ offers a succinct trademark that be used alone to strengthen the brand.
Measurements, etc. diameter at opening 60mm
10mm 7mm 105mm 23mm
65mm
60mm
5mm diameter 66mm
This is Lassi, your new favourite drink. Lassi has come all the way from India, to share with you the joys of yoghurt. Lassi contains calcium. Calcium stops your bones from breaking. Lassi is also extraordinarily versatile. Drink it in the morning. Drink it at lunch. Drink it in the evening - tastes great with a nip of
250mL of goodness
vodka. The thing about Lassi is that it contains much of your daily nutrition needs. It can be a healthy meal on the go. Lassi goes where you go, thanks to its tight little lid. When you’re finished drinking Lassi, that tight little lid will keep your spices fresh. Or your paper clips.
65mm
What do the sumptious hues of Lassi contain, you ask. This Lassi was concocted from bulbous strawberries, seven eighths of a tablespoon of cinnamon,
Strawberry & Almond.
seventy-five millilitres of cow’s milk, two thirds of a cup of low fat natural yoghurt, and half a dozen crushed almonds. And the Ayurvedic goodness of Dhanvantari. To get better acquainted with Lassi, visit www.enjoylassi.com
207.34mm
The label measures 65mm (the height of the vertical substrate) by 207.34mm (the diameter of the jar, 66mm x ∏), in order to wrap completely around the jar. The label is printed in black ink, on transparent adhesive label.
Materials and Stability The design features a malleable plastic lid (wax-like) that clips on and off, but also provides a tight seal. Because of the geometric shape of the lid, and it’s completely flat plane on top, this makes the bottle very stable for stacking. The bottle’s shape and dimensions are almost brick-like, meaning the bottles can slot into larger boxes easily, and be displayed in pyramid-type displays. The bottle design presents no health hazards, with no sharp edges, no breakable parts, and no small parts that could be swallowed.
Environmental Considerations Environmental sustainability has been considered in the design of Lasi’s branding and packaging. A glass bottle has been used instead of a plastic bottle. Not only is glass more often reused than plastic, but it is a much more easily biodegradable material, and better for the health of the consumer. The product description and the shape of the bottle encourages re-use of the packaging, in its suggestion that Lasi bottles are used for storing spices. (Owens-Illinois, www.glassislife.com)
In addition to these environmental considerations, minimal use of ink is a feature of the packaging design.
www.enjoylasi.com