Brief Explanation

There are a mind-boggling range of packaged water brands out there. So, when Nilgiri's decided to join the water party we were reeled in to give it a name and design so radical, it would jump out at the customers.

The Brief

Objective : Launch a new brand of packaged drinking water. T.G. : Urban youth, aged between 18-25 Background : Currently the market is dominated by brands like 'Bisleri', 'Kinley' etc which are considered as mass brands. Limited players are operating in premium price segments and there is huge opportunity Requirements : Innovative Packaging

How the final design was conceived

Countless water fights later, the ideas flowed and from it emerged Glug Glug - inspired by the wonderful sound of quenching thirst. The team, together with four young illustrators came up with stories woven around water. The water level was incorporated into the design and the water in the bottle was set as the backdrop.

Indication of how successful the outcome was in the market

The innovative packaging was widely appreciated by the trade and the stores ran out of stock within days of its launch. Also a dip stick revealed that consumers are hugely impressed with the packaging and are infact collecting them