Frooti is a mango-flavoured drink brand owned by Parle Agro, an Indian beverage company headquartered in Mumbai. Launched in 1985, Frooti was the first drink in India to be available in a Tetra Pak, pioneering the concept of “on-the-go” packaging in the country. The brand is also credited with introducing the PET bottle and TCA Tetra Pak to the Indian market. Today, Frooti is available in carton packs of 65ml, 125ml, and 200ml, as well as PET bottles ranging from 125ml to 1.8Ltr. [1]
Design and History
For the first 30 years of its existence, Frooti’s visual identity remained largely unchanged. In 2015, marking the brand’s 30th anniversary, Parle Agro undertook a radical brand revamp, launching a completely new identity and visual language. This was the first time in the brand’s history that the company radically changed its logo and design. [2]
The new design did away with the previous white and green logo and old font, replacing it with a bold rectangular logo in a shade of dark green with “Frooti” written across in bold font. [2] The rebrand was driven by a strategic goal to shed Frooti’s child-centric image and appeal to a wider consumer base, particularly young adults aged 15-30. [3]
London-based design firm Pentagram developed the new logotype, label design, and PET bottles for Frooti. The project was led by Pentagram partners Daniel Weil and Harry Pearce. [4] The brief was to create a rebrand that was sensitive to Frooti’s beloved status, but also radical enough to appeal to new consumer groups. [4] The client brief dictated that the agency could change everything about the brand except its name. [2]
New York-based studio Sagmeister & Walsh was separately engaged to create a bold visual language and campaign for the relaunch, including print, social, web, games, and television. [5] The rebrand was an immediate commercial success: after its launch in February 2015, sales increased by 60%. [4]
Meaning and Symbolism
According to Nadia Chauhan, Joint Managing Director and Chief Marketing Officer of Parle Agro, Frooti’s new logo resembles the stenciled stamp of approval one typically sees on mango crates. She described it as “our stamp of authority on mangoes.” [6]
Beyond the logo itself, Pentagram partner Daniel Weil based the geometry of the new PET bottles on the curved shape at the top of a mango, connecting the fruit with bulbous glass bottles and the iconic domes of Indian Stupa architecture. [7]
Typography and Design
The 2015 redesign introduced a bold rectangular logo format with “Frooti” written across in a bold font, replacing the older, more rounded typography. [2] The new design was described as doing away with the old font entirely. [2] The rejuvenated visual identity aimed to demonstrate Frooti as bold, fearless, and iconic. [3]
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