Paper Boat Nata.
Elephant Design reimagined packaging identity using playful typography and reduced labelling, delivering stronger shelf visibility and sub-brand distinction.
Instant Appeal
Witnessed via high shelf pickup
Sub-brand naming and positioning
Typography and label system
Messaging and on-pack communication
Packaging hierarchy restructuring 
A playful, high-contrast lineup that instantly stands apart, turning a once-overlooked product in the category into an unmistakable shelf presence on Indian shelves.Introducing Paper Boat Inclusions
Paper Boat has built its identity around nostalgia, authenticity and rooted Indian flavours, creating a strong emotional connection with consumers over the years. Elephant Design has been a long-standing design partner since the brand’s inception, shaping its visual language across multiple product ranges and acting as a de facto custodian of its design evolution.
As Paper Boat expanded into newer categories like Inclusions with nata de coco, the challenge was to interpret this unfamiliar format within the brand’s world, making it accessible and appealing while maintaining its distinctive identity. 
Making Nata Mainstream
The goal was to reposition nata as a snackable drink that fits into everyday consumption moments, especially between late morning and evening. Targeted at a younger audience, the design needed to feel energetic, approachable and easy to understand without overwhelming the consumer.
By simplifying communication, amplifying the sub-brand and introducing a more playful visual language, the packaging moves away from being seen as just another beverage. It establishes Paper Boat Nata as a distinct, ownable category that invites curiosity and encourages trial. Redefining Visual Hierarchies
The three core variants are unified through a strong sub-brand presence, with “Nata” taking visual priority over flavour. Fruit illustrations remain, but play a supporting role, helping consumers identify taste without overpowering the pack. The transparent format allows the product to speak for itself, subtly revealing the nata cubes within. Together, this creates a balance between familiarity and discovery. 
Built for Shelf Impact
Placed together, the range forms a cohesive yet vibrant block on the shelf. Diagonal bursts of colour introduce energy while still anchoring the design within Paper Boat’s visual system.
The reduced label increases transparency, making the product more visible and intriguing. The result is a pack that breaks away from typical beverage clutter and commands attention without relying on loud graphics. 
Drink It. Bite It. Get It.
The design speaks directly to a younger audience through its playful typography and approachable tone. The bold, sticker-like “Nata” mark adds personality, while the line “Drink you can bite” simplifies understanding instantly.
It shifts perception from a conventional drink to something more interactive and snack-like, aligning perfectly with quick, in-between consumption moments. 
Built to Be Discovered
The label reveals itself in layers. The oversized Nata wordmark grabs attention first, followed by playful fruit illustrations, the biteable proposition and subtle bursts of Paper Boat colour.
With less label and more product visibility, the pack turns transparency into storytelling. Every angle works harder to explain, intrigue and make an unfamiliar category feel instantly approachable.. 
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