Client: Coca-Cola India
Location: Modern trade outlets in various cities
Works: Traditional themed displays for a large-scale Diwali campaign
Think Design Collaborative Pvt Ltd has the right reason to campaign Cola-Cola across the country in a unique attraction. The campaign unfolded nationwide in such a way that the global brand was juxtaposed into a very desi feel to boost the festive mood of the people shopping around various outlets across all major cities of India during Diwali festival. Overall concept of the display designs was developed on the basis of Warli, a popular art form of Maharashtra.
Design thaeme
Coca-Cola India carried out the large-scale campaign during Diwali festival with an aim to reinforce the brand’s appeal to the people’s optimism, belief in goodness and togetherness. The creative for the campaign was based on Warli—a 400 years old traditional art form of Maharashtra. This theme selected by Coca Cola portrays togetherness, simplicity and connection to the roots of Indian tradition.
Design brief
Think Design Collaborative was approached by Coca Cola to provide innovative design concepts for ‘modern trade and mass display’ based on Warli theme developed at the Communications Department of Coca Cola India. The brief to the creative team at Think Design was to use the festive look of Warli theme and translate it into design concepts that have an Indian ethnic feel about them. The designs needed to be festive in character and easy to mass manufacture were transported and assembled on site.
A number of floor standing units, counter top units and mass display units were designed by Think Design Collaborative. These were produced and displayed by Coca Cola at various modern trade outlets like Spencer’s, Twenty Four Seven Convenience Stores as well as many small-format retail stores.
Design methodology
Taking on the ‘Warli’ theme developed by Coca Cola, Think Design arrived at a broad mood board integrating various elements of Diwali, such as lights, sweets and traditional vessels. These were then translated into 3D workable design concepts, which aimed at appearing innovative, festive and eye-catching even in a cluttered retail environment.
These designs were later developed into displays using MDF, vinyl prints and MS frames. The displays were widely noticed and appreciated for creating a festive and ethnic Indian look, which generated a buzz in the retail space and helped Coke add fizz to Diwali.
3D rendered designs : Design 3
3D rendered design- counter top 4 bottle holder (front view) (Left Image) |
3D rendered design–counter top four bottle holder (perspective view) |
Counter top unit at Dilli Haat, New Delhi (Right Image)
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About Think Design Collaborative
Think Design Collaborative is a product and retail design company whose exclusive activities revolve around industrial designs and user experience designs. Since its establishment in 2004, the company has been working across a broad spectrum of industrial segments including retail, appliances, telecommunications, automobiles, education and others. Think Design Collaborative partners with a number of leading international companies to create products, services and experiences, which are meaningful, satisfying and successful. The company operates from New Delhi and Hyderabad with partners across the globe. For more detail, log on to: www.thinkdesign.in
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