an ethnic beverage brand Centered around nostalgia
Elephant Design crafted complete brand identity through emotive naming and innovative packaging structure, delivering a category-creating Indian beverage brand.
Creator & Disruptor
in the beverages vertical
Brand Naming and Positioning
Package Structure Design
Creating Visual language from Scratch
Ongoing brand custodianship
Developed a groundbreaking ethnic beverage brand that evokes childhood nostalgia through innovative packaging, playful graphics, and emotional storytelling, creating an entirely new category in the competitive FMCG market.
Reimagining Cultural Drinks
In 2012, Hector Beverages approached Elephant with an ambitious vision to launch traditional Indian beverages in a convenient, ready-to-drink format. Their brief centered on evoking the "limbic imprint" of childhood flavours rather than conventional functional benefits. The challenge was substantial: traditional recipes like Aam Panna or Kokum Sherbet were time-consuming to prepare and required specialized ingredients increasingly difficult to source in urban environments, creating a gap between nostalgic desire and practical consumption that no existing brand addressed. 
Emotional Category Creator
Brand Aspirations Description: Paper Boat aspires to transcend conventional beverage positioning by reclaiming cultural drinking experiences that connect deeply with consumers' memories and emotions. Rather than competing on taste or ingredients alone, the brand aims to transport consumers to cherished childhood moments through every touchpoint from packaging structure to graphic design. By prioritizing emotional resonance over functional claims, Paper Boat seeks to establish a distinctive position that competitors cannot easily replicate, while creating a flexible foundation for expansion into multiple nostalgic food categories. Name With Childhood Soul
The name "Paper Boat" draws from the universal childhood experience of folding simple paper boats during monsoon seasons, immediately evoking playfulness and simpler times. 
Innovative Structure Meets Nostalgic Experience
The innovative Doy pack packaging structure, originally designed for astronauts, mimics the childhood joy of sucking juice directly from fruit. 
Brand Evolution Through Custodianship
Elephant's ongoing relationship as brand custodians has allowed Paper Boat to successfully expand from beverages into snacks and confectionery while maintaining brand consistency. 
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