Frooti's miniature world
Nödo ·
Frooti, a beloved Indian mango juice brand, refreshed its identity after 30 years with a playful miniature world campaign designed by Sagmeister & Walsh, featuring packaging as the hero.
Frooti is one of the most beloved mango juice brands in India. For the first time in over 30 years, they have decided to change their brand identity. Consequently, they chose the agency Sagmeister & Walsh to design the new campaign. To launch this new change, they designed a visual language, concepts, and strategies. The campaign featured various formats: web, print, social media, TV spots, and games.
For the campaign objective, they decided to create an entire world of miniature figures. Only the Frooti packaging and the mangoes were kept at real scale. As a result, they developed a concept full of humor and color that is fresh and playful. All the stories in the piece revolve around the packaging as the hero, featuring diverse situations between the figures and elements of the miniature world they created.
It reminds us of the Wes Anderson movie, Fantastic Mr. Fox, where miniature-scale figures were used to develop the story. Pretty cool, right?
Photos via Behance.