International integrated brand design agency Blue Marlin has created vibrant new 2D and 3D packaging to kickstart the relaunch of Cadbury Bournvita in India, which begins this month.At the heart of the relaunch for the market-leading brand is the idea of self-empowerment. Shakti literally translates as “to be able to” and is the all-encompassing force that is agent of all change, implying power, strength and much more. The new brand proposition for Cadbury Bournvita takes a concept that is fundamental to Hindi culture, and one that has been its mainstay in advertising since the 1990s, and gives it a modern expression to keep in step with the 21st century.

Photp: Cadbury Bournvita’s new design

Blue Marlin has created packaging that embodies the positivity and optimism that comes from Cadbury Bournvita boosting your Shakti, graphically and structurally. And it has done so in a more modern way that makes it relevant to the new India. The graphics feature children jumping for joy on a vivid background of orange, sunburst yellow and Cadbury’s trademark purple. Front and back of pack copy explains and emphasises Bournvita’s ability to multiply the power of milk visually and in words.

The new packaging structure represents a great leap forward. It offers improved ergonomics and addresses one of consumers’ most pressing concerns: air tight storage. It also creates significant production and supply chain efficiencies and uses less material. The structure and graphics work beautifully together to underscore Cadbury Bournvita’s position as a premium, modern brand that leads its market.

Photp: Cadbury Bournvita’s new design

The proposition and subsequent packaging was arrived at after extensive on the ground research with the brand’s primary audiences, children aged five to 14 and their mothers, workshops and technical and retail audits. The key insight was that Indian mothers want their children to be successful; they realise they cannot control the challenges that come their kids’ way, but want to prepare them so they can give their best whatever the circumstance.