Creating packaging for an ethnic beverage
Lassi was a clear choice for me because my husband is from India. Research involved getting a good sense of India’s visual culture. A variety of patterns, clothing, and architecture were combined into a moodboard. From this, elaborate patterns and radial themes formed the Lassi label.
In addition to the main logo which promotes all products, the Lassi logo changes based on the flavor of the product. Brand unity is maintained through the lettering and center diamond, as well as the tadpole and teardrop shapes.
Individual yogurt bar packages come in colors associated with the flavors. The clear middle showcases the bar inside. Instead of a straight division between the plastic and the rest of the wrapper, a line following the logo outline is used. This evokes Indian architecture.
Containers for scoopable frozen yogurt resemble the original drinkable yogurt bottle, but have more space for information on the back. This information includes the Lassi promise of an authentic experience as well directing consumers towards the company’s social media.
Since Lassi’s drinkable smoothies and frozen yogurt bars are easily portable, a food cart was a fun way to spread the word about the brand. The bright colors lend themselves to standing out among other carts at an event.