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Rush
Creative Strategy, Branding, Packaging, Illustration, Storytelling
Client: Coffee Day Global Limited, Branding & Packaging Design:: Rush, Branding: Aparna Badgandi, Creative Director: Kadambari Misra. Project done while employed at Coffee Day Global Limited (2018).
A rebrand and packaging system for a healthy juice range that struggled to overcome perceptions around taste. To shift the narrative from healthy to enjoyable, the identity uses illustration and bold color to celebrate unexpected flavor combinations and create visual energy on shelf.
Early explorations tested expressive characters and motion-driven ingredient narratives to inject personality and play. These experiments informed the final direction: a scalable, illustration-led system built from simplified fruit forms, vibrant color contrasts, and modular compositions — making each flavor easy to recognize while keeping the range cohesive and production-ready.
