Brand Positioning + Packaging Design
In a nutshell
Sofit is a category leader in the soya milk category. With an established franchisee for the existing flavors like Vanilla, Chocolate, Mango, Kesar pista and sugar free the brand has been doing well for itself. However, the potential to increase the brand’s growth as well as recruiting new users into the brand had to come from new flavors.
What we did
It was identified that the new flavors bring with it the opportunity to increase the premium over the brand. The idea was to attract non-users of soya milk into the category by introducing new flavors like coffee mocha and strawberry. The idea of packaging design was to bring a certain level of desirability without diluting the existing packaging design code of Sofit.
The idea was to add an element of element of interest into Sofit premium variants without diluting the brand personality.