‘Bak-Bak’ Indian energy drink

Derrick Lin


Design: Dhruvi Shah
Location: India
Project Type: Student Project
School: Indian School of Design and Innovation ISDI
Tutor: Miss Isha Patel
Packaging Contents: Flavoured energy drink cans
Packaging Substrate / Materials: Aluminium
Printing Process: Digital printing

Chumbak is one of the very few Indian brands that have more than 120 lines of products all under one roof having the unique marketing strategy of introducing new products every two weeks. They are also great at the job of keeping their target audience engaged with the brand by their exciting new launches. To keep this spark alive, I decided to cater to the same audience with a much more exciting and dynamic product. After studying the complete anthropomorphism of the brand, ‘Bak-Bak’ was designed.

‘Bak-bak’ is an Indian energy drink which gives you the taste of India with a modern mix, named after the brand ‘Chumbak’. This energy drink provides ‘Unlimited energy for non-stop Bak-Bak’ (Bak-Bak in Indian slang is referred to as chattering).

Combining the core values and perception about its parent brand ‘Chumbak’, being quirky, energetic, and modern, Bak-Bak aims to carry this legacy forward by ‘engaging the customers’ and giving them the power to share their drink and start some ‘Bak-Bak’ with their loved ones.

What’s Unique?
Colored in bright hues and covered with prints is what makes ‘Bak-Bak’ connect with modern India, grabbing everyone’s attention. The uniqueness of this attractive can is its reusable nature. You can pour another drink into it, use it forever in your kitchen to store grains or for many other purposes. Some of these cans can be divided into two to share with a friend. This idea is inspired by the ‘Share a Coke’ campaign since it was not launched in India.