brand identity, packaging
Helping ITC’s foray into the adult confectionary market. Positioning an after meal mint as a hip lifestyle statement. Connecting with millennial audiences through a small but potent pack of coolness.
Made with the finest quality menthol and the best peppermint oils from France, this sugar free extra strong mint was targeted at the 18-25 year olds in major Indian cities.
Based on research findings, the rgd team realized that there was an opportunity to make the after tea/coffee/food mouth freshening ritual a cool lifestyle habit.
The objective of the branding and packaging exercise was to capture the attention of the youth and the millennials with a product that appealed to their style quotient, and made it easy for them to use, reuse and access in all kinds of social situations; with ease and confidence.
This little powerpack was an instant success and met with many droolworthy reviews online and offline. Search #ultramintz for actual user reviews.