Quicksand » Food & Beverage

Coca-Cola: New Product Launch

Quicksand — Mon, 19 May 2008 13:38:36 +0000

Coca-Cola is bringing a new product to the Indian market. Quicksand helped develop the brand launch strategy informing activation, on-premise presence, off-premise presence and media visibility. Leveraging design methodologies, Quicksand developed

core brand platforms for all communication & outreach
an experience blueprint at different phases of the product life-cycle stretching over 3 years (seeding, soft-launch, consolidation, expansion)
user personas and scenarios establishing the desired user experience at different points of consumption
key brand lock-ups and manifests thereof
relevant advertising for key consumer groups
visualisations of key activation concepts (activity, flow of events, visual guidelines, supporting merchandise & key facilitators)

The product launch is due in a few months from now till which we are committed to a non-disclosure agreement. But keep watching this space for an update.

Coca-Cola: Essel World Brand Activation

Quicksand — Fri, 05 Oct 2007 09:56:34 +0000

Essel World is one of India’s first amusement park located on the outskirts of Mumbai. As a preferred beverage partner, Coca-Cola was looking at ways to provide an augmented brand experience to visitors in the amusement park. The design challenge was two fold:

at one level to increase brand visibility and
at another to provide augmented experiences to visitors which are facilitated by Coca-Cola’s presence within the park

Published below are some excerpts from the process document. Click on the thumbnails for an enhanced view.

Coca-Cola: World of Coke Museum

Quicksand — Wed, 03 Oct 2007 11:53:32 +0000

World of Coke Museums provide a journey into the magnificent history and evolution of Brand Coke over the last 120 years. The flagship museums are in Atlanta, Tokyo and Tel-Aviv.

Brand Coke wanted to develop a small format museum that could become a traveling exhibit across about 20 Coca-Cola plants in India. Meant to educate regional media-persons and consumers on the rich legacy of the brand, its commitment to local communities & its support to local art & crafts, the traveling exhibit would front-end a countrywide PR initiative for Coca-Cola.

Quicksand conceptualised, designed and executed the first 3 exhibitions across Jaipur, Hyderabad and Mumbai. The key features of the exhibit were:

information design to assimilate, sort and design content across 400 brands, and 200 plus countries where Coke is present
a geodesic structure that would house all exhibits and is easily assembled and disassembled
an interactive software developed in collaboration with FLIP design, Bangalore
graphic artworks depicting the Coke chronology, its Olympic & FIFA associations and Coke’s brands in India
life size impressions of the Coke bottle that were fabricated in different crafts from all over the country – terracotta, soft stone carving, wood carving, textiles, madhubani painting

CONCEPT PRESENTATION

EXHIBITION PHOTOGRAPHS: Pictures from one of the installations of the exhibition at Hyderabad

COKE INTERACTIVE GAME

The Coke Interactive installation was designed to engage visitors in a short, informative game on the brand. Published below is the interaction concept.

Coca-Cola: Red Lounge

Quicksand — Tue, 17 Apr 2007 06:25:38 +0000

Coca-Cola Red Lounge is a retail innovation targeting young adolescents. A digitally immersive space, the lounge is co-located in high traffic zones (such as shopping malls, cinema arcades) and allows for designed interactions between people.

As the first pilot in India, Quicksand was brought on board to design the space, individual technology modules and integrate all system components. Technology interactions within the Red Lounge comprised of:

interactive packaging (a special ink printed on the PET bottle label has a video code embedded in it – when swiped against a code reader it triggers the video on an adjoining display screen)
mobile content download (a content portal from which users can download content locally through their bluetooth enabled mobile devices)
Coke connect (a closed user group chatting interface which allows for users to chat with each other anonymously through their mobile phones – users SMS to a display screen which relays their messages real time)

Quicksand partnered with Nest and a Finnish startup to develop some of these interfaces. The Red Lounge was piloted in the city of Pune and later scaled to Bangalore, Hyderabad and Delhi.

Coca-Cola: Office Interiors

Quicksand — Tue, 12 Dec 2006 14:05:43 +0000

As part of Coca-Cola’s office renovation, Quicksand was approached with the brief of redesigning the office interiors incorporating brand’s core communication strategy in India and world-wide. The interiors therefore were required to reflect the key brand messaging locally while also depicting its international heritage and a 120 year legacy.

Published below is the initial concept note and some environment graphics developed by Quicksand. The current office of Coca-Cola in Gurgaon, India has implemented some of these concepts.

Coca-Cola: Nirulas

Quicksand — Sun, 03 Dec 2006 10:09:51 +0000

Nirula’s is a diversified group of hotels, restaurants, ice cream parlors and pastry shops around Delhi. One of the earliest home-grown fast food chains, Coca-Cola was pitching to become their key beverage partner.

Quicksand was mandated with conceptualizing and proposing a new restaurant experience that combined the strong equity of Nirula’s, Coca-Cola’s best practices from around the world and the changing face of food & beverage retail in India.

Breaking down the restaurant experience into a series of micro-experiences, Quicksand did a conceptual re-modelling of an existing space to demonstrate how the new retail identity & restaurant experience could play out. The concept was also a pointer at a new brand personality for Nirula’s and sought to make an impact at all customer touch-points beyond just the restaurant space. It became relevant in light of the brand getting acquired by a new management and hence was in need of being re-visioned.

Coca-Cola acquired the Nirula’s account in early 2007 and is now their preferred beverage partner.

Coca-Cola: Airport Kiosks

Quicksand — Sat, 18 Nov 2006 14:32:44 +0000

Quicksand was brought in to design and prototype custom built retail spaces for airports. With details inspired by the flight experience, the kiosks were intended to be a quick serve for passengers transiting through the airport.

The kiosks were built to be modular, adaptable to different foot-prints and optimising on space available for serving vis-a-vis stocked merchandise. Several installations of the kiosks now dot airports across India.

Click on image to download case study (1.3 mb, 10 pages)

Dabur : Real Mango Twist PET Bottle

avinash — Fri, 06 Oct 2006 10:57:34 +0000

Dabur approached Quicksand to design a new PET packaging for a brand they were relaunching in the Indian market. The packaging concept derived its form from the brand name and was targeted specifically at children. The new packaging required interfacing with the internal packaging team, the bottle manufacturer (Cidel) and the brand & marketing teams. It was also the first time that the brand team was engaging in a packaging redesign and hence the process had to be inclusive, educating them about each stage and the constraints therein.

Dabur : Coolers Beverage Packaging

avinash — Mon, 14 Aug 2006 16:02:07 +0000

Dabur – a leading FMCG brand in India – also owns Dabur Coolers, an innovative fruit cocktail brand. Quicksand was commissioned to redesign the Tetrapak for the Coolers portfolio of beverages for a limited-time only scheme. Quicksand undertook the development of the packaging graphics, including the photo shoot, and also prepared a 5 sec tag-on for television (see below).

Pepsico: Get Active (CSR)

Quicksand — Wed, 12 Apr 2006 14:12:08 +0000

Get Active was a Pepsico CSR (corporate social responsibility) initiative conceptualized as a school contact program promoting active lifestyle amongst school children. The program was front-ended by Swashrit, an NGO working towards universalisation of education and health.

Pepsico approached Quicksand with the mandate of designing the overall program structure, content, brand identity & framework and the communication plan needed to kick-start the program. What followed was a collaborative process between the following project partners:

corporate patron (Pepsico)
domain experts (nutritionists, educationists & health experts as part of Swashrit)
design team (Quicksand)

Get Active program is now in its third year since its launch and has expanded to 200 plus schools and impacted 70000 plus children. The program is a global benchmark for Pepsico internally on how successful CSR initiatives need to be designed and managed.

The following films were produced to support some of the communication collaterals above.