Getting Raw About Branding
In the process of looking for healthier alternatives to our standard bhaiyya-wala’s nariyal pani during the lockdown, I ended up trying Raw Pressery juices.
First a little about Raw Pressery.
It was created by Anuj Rakyan and is a part of Rakyan Beverages. It all started with the question of why does being healthy have to be so complicated? After the baby steps of making juices in the kitchen with delivery through the dabbawalas of Mumbai and Pune, our fav – Raw Pressery, emerged.
Now they use an advanced cold press technology called "High Pressure Processing (HPP), which gives its products a shelf life up to 45 days (when refrigerated) without any added preservatives. HPP is known for killing 99% bacteria without ruining the cellulose structure of the juice. Their website has detailed steps on how each bottle of juice is manufactured.
Partnering with actress Jacqueline Fernandez has increased their reach to a much higher number of health-conscious individuals. It has actually become a part of our daily routine because of its flavours, freshness, the ease of availability and delivery.
Along with the most amazing flavours, what you really cannot miss is their branding and packaging. In 2017, they launched a new brand architecture that felt more closer to the nature of their products. Their design choices and messaging has also put them in a premium brand slot. With an objective to build a cohesive packaging system they have done a wonderful job with the key elements of the different bottles and packs, retaining the primary elements and colours under one umbrella across their portfolio.
Key essence of the brand: All good. No bad.
The name: RAW – which brings out the unprocessed, pure nature of the product.
Logo: The logo is a strong bold typography, with an organic circular unit that creates a statement. It also ensures the visibility of the logo on different coloured juices.
The messaging: The messaging style is honest, candid, uninhibited, and true to the brand ‘Raw’
The pack states –
100% NATURAL POMEGRANATE
AND NOTHING ELSE
‘All Good. No Bad.’
This goes across their variants. It gives out the confidence of quality ingredients with the well-preserved nutritional value of fruits, vegetables and nuts.
Their communication on the pack and the website is informative, and describes the source of ingredients (state/country of product), product details and health benefits (such as no sugar or water added, immunity, hydration, weight loss etc).
The bottle: The colour plays an important role in influencing the customers’ buying behaviour, esp. in a cluttered category of juices.
A transparent PET (polyethylene terephthalate) bottle and not a tetra pack shows the actual quality and colour of the juice. It is a bold move by RAW to exude confidence and assurance of quality of the product.
Customers are increasingly attracted to the transparent packaging that helps them develop a perception towards the quality of product. They link this transparency to freshness, safety and a great tasting product.
Imagery: Each pack has photorealistic illustrations of the main ingredients of the drink, to reinforce the promise to keep it only natural fruit and nothing else.
In addition to the magic they created with their product, they have a wonderful CSR (Corporate social responsibility) initiative to give back to nature.
Raw Pressery uses 100% BPA (Bisphenol A) free and recyclable plastic bottles, which reduces the carbon footprint vs. glass. They also collect the used bottles, get them washed, chop them into flakes and convert them into fabric that is used to make t-shirts.
(7 Raw Pressery bottles = 1 Rawcycled tshirt)
These are then given to underprivileged school children in Mumbai.
We totally agree with their philosophy of every small change can lead to making a big difference in people’s lives.
(Image source: LINK)
Everything from the logo and illustration style, to tone of brand voice works well in tandem and integrates well with the brand’s core values of –
ALL GOOD, NO BAD
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Sources:
https://www.rawpressery.com (Accessed on 05-Sep-2020)
https://www.adgully.com/growing-a-maiden-category-raw-pressery-eyes-rs-120-cr-in-revenues-by-2020-88413.html (Accessed on 05-Sep-2020)
http://www.bha.co.in/project/raw-pressery/ (Accessed on 05-Sep-2020)
https://campaignbriefasia.com/2016/04/01/dcell-india-develops-visual-id/ (Accessed on 05-Sep-2020)
https://yourstory.com/2017/03/raw-pressery (Accessed on 05-Sep-2020)
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