Jhakaas!

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Design: Anu Manohar
Project Type: Student Project
School: Srishti Institute of Art, Design and Technology
Course: Visual Communication
Location: Bangalore, India
Packaging Contents: Energy Drink
Packaging Substrate / Materials: Aluminium
Printing Process: Digital Printing

The golden age of Indian cinema is a time that was filled with enthusiasm and energy. The songs and dance moves that appeared in almost all films gave a fun, ecstatic and bold feel to the viewers that corresponds to the product – an energy drink. Indian cinema also connects with a large audience from all around the country. This retro themed drink will not only attract the younger audience because of its quirky and unique look, but will also attract the older demographic because it gives a nostalgic feel.

Jhakaas, is a Hindi word commonly used by the locals which means superb / awesome. It comes in two flavours – Raseele Angoor (Juicy Grape) and Khatta Meetha Aam ( Sweet and Sour Mango).

Taking inspiration from old Indian movie posters, the visual language has adapted the drop shadow effect seen in most of the movie titles. The colours have also been manipulated based on the flavour of the drink. The other chosen graphic elements have been inspired by the lighting around outdoor vintage signs and the backdrop of movie posters.

What’s Unique?
The packaging of the can is unique because it represents old Indian cinema in a gist. The actors in Indian cinema have a huge fan following. So the use of images of actors from different regional film industries as part of the graphic element on the can will bring about a connection between the energy drink and people from different states in India.