#Brand Strategy
#Brand Identity
#Packaging
Amul Lassi
A relook at a drink we’ve all grown up with, familiar, local, and unmistakably Indian. In a landscape chasing global appeal, this project turns inward, drawing from everyday cues like glasses, stamps, and vernacular type to make the familiar feel new again. Rooted in tradition, designed for today.
Focus
Local identity in FMCG
Type
Self Initiated
Year
2025
About the project
India's coolest classic has never needed reinventing. It needed remembering. This project returns
it there.
India has always had a deep cultural connection with dairy, and lassi sits right at the heart of it. It’s a drink that has moved from homes and dhabas to becoming one of the fastest growing packaged beverage categories in
the country.
Amul’s lassi range, though rooted in nostalgia, lacked a strong visual and cultural identity that connected with younger audiences. The existing packaging relied on generic cues, simple white colour and functional typography, but didn’t capture the emotional warmth or everyday familiarity the drink evokes. The challenge was to reimagine Amul Lassi as a brand that feels fresh yet familiar, while standing out in a modern beverage market.
Process
The design strategy began by revisiting what makes lassi more than just a drink, its cultural associations, materiality, and local presence.
The solution aimed to craft a packaging system that celebrates origin while feeling contemporary. A fresh colour palette, bold typographic language, and structured hierarchy created distinction, while the use of bilingual typography anchored authenticity and reach to diverse audience. The process was guided by research, from competitor analysis and insights to moodboarding and visual language.
Key visual elements were chosen to carry meaning, not just aesthetics. Stamp-inspired graphics act as markers of place and memory, reinforcing lassi’s connection to regions across India. Colour was used for quick flavour recognition and strong shelf recall, while material cues like steel glasses and kulhads evoke the tactile, everyday experience of drinking lassi. Together, these elements build a system that feels both familiar and distinct, rooted in culture yet designed for today.
Impact & Relevance
Brands are moving away from plain, trendy designs and starting to focus on their history and uniqueness.
Lippincott says many brands will stop following fads by 2025 and focus on being more authentic and true to their heritage. Using your brand’s history helps differentiate your brand authentically, and connect better with customers by using nostalgia.
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Focus
Local identity in FMCG
Type
Self Initiated
Year
2025
#Brand Strategy
#Brand Identity
#Packaging
Amul Lassi
A relook at a drink we’ve all grown up with, familiar, local, and unmistakably Indian. In a landscape chasing global appeal, this project turns inward, drawing from everyday cues like glasses, stamps, and vernacular type to make the familiar feel new again. Rooted in tradition, designed for today.
About the project
India's coolest classic has never needed reinventing. It needed remembering. This project returns it there.
India has always had a deep cultural connection with dairy, and lassi sits right at the heart of it. It’s a drink that has moved from homes and dhabas to becoming one of the fastest growing packaged beverage categories in the country.
Amul’s lassi range, though rooted in nostalgia, lacked a strong visual and cultural identity that connected with younger audiences. The existing packaging relied on generic cues, simple white colour and functional typography, but didn’t capture the emotional warmth or everyday familiarity the drink evokes. The challenge was to reimagine Amul Lassi as a brand that feels fresh yet familiar, while standing out in a modern beverage market.
Process
The design strategy began by revisiting what makes lassi more than just a drink, its cultural associations, materiality, and local presence.
The solution aimed to craft a packaging system that celebrates origin while feeling contemporary. A fresh colour palette, bold typographic language, and structured hierarchy created distinction, while the use of bilingual typography anchored authenticity and reach to diverse audience. The process was guided by research, from competitor analysis and insights to moodboarding and visual language.
Key visual elements were chosen to carry meaning, not just aesthetics.
Stamp-inspired graphics act as markers of place and memory, reinforcing lassi’s connection to regions across India. Colour was used for quick flavour recognition and strong shelf recall, while material cues like steel glasses and kulhads evoke the tactile, everyday experience of drinking lassi. Together, these elements build a system that feels both familiar and distinct, rooted in culture yet designed for today.
Impact & Relevance
Brands are moving away from plain, trendy designs and starting to focus on their history and uniqueness.
Lippincott says many brands will stop following fads by 2025 and focus on being more authentic and true to their heritage. Using your brand’s history helps differentiate your brand authentically, and connect better with customers by using nostalgia.
DISCOVER MORE