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Amruzza's Ready-To-Drink Desi Cocktails

Design: Maithili Josalkar
Location: India
Project Type: Student Project
School: MIT Institute of Design, Pune
Tutor: Ranjana Dani
Packaging Contents: Alcohol
Packaging Substrate / Materials: Glass, Plastic

Area of Intervention :
RTD cocktails appeal to the busy lifestyle of the T.A., who recoil from the extra chore of having to buy all the ingredients to make a cocktail at home—especially when they’re entertaining a group of friends. The new interest in RTD cocktails is being fueled by the interest in cocktails overall by women and the young audience.

While there are quite a few Ready-To-Drink Cocktails in the market, there are fewer ones with exotic ingredients and local liquor. Millennials today are slowly moving towards exploring Indian cultural heritage, yet still somewhere love to be on the modern side. Indian has a lot of amazing flavours which when blended with the right liquor could become a really interesting cocktail.

Audience :
Cocktails act as a perfect transition into the alcohol drinking culture from drinking juice or carbonated beverages at a young age. For the young leading a busy life drinking at home is the norm. But they don't have the time or patience to assemble a cocktail themselves. Hence RTD Cocktails are just the right thing for them. Even for today's Indian women, cocktails are the perfect area to invest in because they've started drinking at home now.

Design :
The colours and patterns used in the packaging want to communicate a sense of freshness and excitement of the Indian flavours and liquor. The packaging is composed of the ingredients out of which the drink is made. There are two types of ingredients, one with which the liquor is extracted and the other are the flavours. The latter being second in hierarchy. The elements have funky highlights to give the packaging a modern and exciting look.

What's Unique?
Amruzza's Ready-To-Drink Desi Cocktails enters the untouched market of Ready-to-drink cocktails made with local Indian Liquor blended with the choicest local ingredients to bring an interesting burst of flavours. The packaging itself is something new in terms of drawing inspiration from India. One tends to see a lot of warmth, mandalas, arches etc in a design inspired by India, but Amruzza's packaging has a burst of patterns and cool colours which represents the bold and colourful produce India has.

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