A Lesson in Reviving Legacies
There's something special about Campa. It transports you back in time to a simpler, more fun time. And now with the help of Reliance and Elephant Design, Campa will be able to reach more people than it ever has before.
Revitalization for the Modern Indian!
With the rise of fierce multinational competition in the 90s, the once popular Indian soft-drink brand, Campa Cola, faced a decline, leading to its recent acquisition by Reliance Consumer Products (RCPL). Now, RCPL aims to revive Campa and reintroduce it to the modern Indian market, which is teeming with options. Therefore, a crucial rebranding exercise has been initiated, focusing on preserving the brand's legacy while also differentiating it from its competitors.
With its striking crimson and ivory emblem and riveting marketing catchphrases such as "The Great Indian Taste," Campa Cola garnered a revered status as a cultural phenomenon in India. The brand's heyday during the 1980s evoked memories of nostalgia and youthful exuberance for many. However, with the advent of global cola behemoths in the wake of liberalization in the 1990s, Campa Cola gradually receded into oblivion.
The Rise, The Fall and The Rebirth!
The saga of Campa Cola is intertwined with India's recent history, complete with twists and turns that are an inevitable part of the journey of time. When Coca-Cola was expelled by the Indian government for their proprietary policies, the Pure Drinks Group stepped in with a powerful alternative - the iconic soft drink brand, Campa Cola, which quickly gained popularity for its distinct taste, often described as having a fruity and spicy flavour.
The news of RCPL's acquisition of the brand and their collaboration with the Elephant team to create an invigorating branding and packaging system sent excitement soaring. This wasn't just another mundane re-design project; it entailed the revitalization of a legendary brand!
The choice of a marker font for the logotype was a calculated move that cemented Campa's image as a bold and unconventional brand that stands apart from the rest. The arrowhead element on the letter 'A' further reinforces the notion of a rising, uplifting beverage that transcends the ordinary.
Swooshing into a New Era!
Embarking on a journey to revitalize the brand for a new era, the first hurdle was to redefine its visual identity. The target audience - a generation of young, enterprising, and aspiring Indians - sought out brands that aligned with their ambitions and purpose.
Thus, Elephant set out to craft a rebranding strategy that encapsulated the brand's hero archetype. The bold and unconventional choice of a deep purple hue, complemented by a striking streak of red, which they affectionately refer to as the 'swoosh,' creates a lasting impression. This design element reflects the trend of revealing or inviting through swiping gestures on smartphone screens or the motion of wiping a chilled can or bottle to unveil the brand.
These deliberate design choices coalesce to form an inspirational brand that defies existing branding conventions and confidently stakes its claim in the market, with the promise of delivering 'The Great Indian Taste.'
The Road to Revival is Paved with Purple!
The strategic use of purple strikes an exquisite balance between the dominant of the category - blues and reds! The subtle shift towards red aims to appeal to the brand's youthful cola consumers, who are well-versed in the category's trends. Purple's inherent symbolism of power, ambition, creativity, and magic seamlessly aligns with the brand's overarching theme. Furthermore, it lends an air of aspiration and allure to the brand's overall look-and-feel.
Elephant's vision for the brand showcases the formidable influence of nostalgia and the indelible impact of iconic brands in India. The innovative new packaging system strikes a chord with today's discerning consumers, imbuing the brand with a fresh and contemporary feel while acknowledging its venerable heritage. Incorporating elements that embody the aspirations of young, enterprising Indians alongside a respectful nod to Campa's rich legacy, the rebranding results in a captivating and uplifting brand identity that is sure to endure for years to come.
Flexibility at its finest!
The reimagined visual language imbues the packaging system with an unprecedented level of flexibility, enabling the seamless integration of a diverse range of new flavors and variants. For instance, Campa's Orange and Lemon variants sport distinctively colored swooshes that set them apart while still remaining true to the brand's overarching visual architecture. The system also accommodates healthier or athletic variants of the same flavors, a necessity in today's ever-evolving beverage landscape, while also allowing for the occasional 'special edition' variants, if required.
Allusions to Legacy and Beyond!
The rebranding of Campa Cola not only reflects the brand's transformation but also anchors it firmly into the narrative of a burgeoning India. This resurgence is a testament to the strength and appeal of locally produced brands, celebrating the unapologetic spirit of Indians who are confident in their identity and strive to make their mark on the global stage.
