From having a Parle G with tea, to Cheeslings with drinks, Monaco with toppings, Hide & Seek with a bit of guilt and Melody always on its own, Parle has been a household name for decades.
While Parle has a stellar range of market-leading products across multiple categories, ‘center filled candy’ is one category where competitor brands had taken the market by storm. Pineapple was asked to come on board to brand Parle’s latest offering that was poised to end up on the taste buds of the young as well as old.
Pineapple uncovered a competitive advantage in not appealing to a limited age demographic. Candies are consumed across age groups and there lies a merit in building a brand that appeals to a larger audience.
Pineapple took the brand through its proprietary 3W+1H process to help them arrive at a clear strategic roadmap. From the name ‘Zing!’, that encapsulates the twisty taste sensation of the product, to the comic-book style font aesthetic that connects across Gen X, Y or Z consumers, the packaging simply delivers the promise of an amazing product.
Each variant has a strikingly unique flavour profile which was imperative to be illustrated through the packaging.
The primary ingredient colour was used as a backdrop to demonstrate this across the packaging of all the variants.
striking visuals, bold fonts and consciously woven pattern in the background ensured the packaging was fun but not child-ish
exciting themes of flavours were carried through effortlessly
consistent design language across all SKUs
each SKU radiated the flavour profile through distinct colour schemes
Pineapple’s characteristic deep dive into the brand enabled Zing to hit the ground running, create great buzz on shop floors and perform extremely well in the market, being the latest offering in the star-studded line up of Parle products.