Frooti is a mango drink prevalent in India. Its rebranding was done recently in by Pentagram Design, and advertising and packaging by Sagmeister and Walsh. The logo is one that can be used anywhere, against any background. However: Frooti campaigns and shows itself as a fun drink that anybody can enjoy anywhere. This is the brand image of Frooti, but using a stencil font doesn’t help a user connect to the brand image. Stencil fonts are primarily used in the army and by commandoes. It makes people connect to something more dire and strict and disciplinary, when displayed outside of its packaging.

Also, nobody knows the story behind the logo, simply put, that it was inspired from the journey of the Totapuri Mango in a crate. Hence, to assume that everybody can understand why it is a stencil font may be a mistake. It isn’t anywhere related to a mango drink, or a fun drink. Hence, for a first time user, the logo doesn’t create a strong visual impact. Thus, I kept the above points in mind while recreating their identity to better suit the people in India, its primary target market, as well as the mood of the product. Given in the next pages are its advertisement visuals and packaging. Frooti