Kanai {Product Launch}

Launching a new product is especially challenging when not only the brand but the item itself is largely unfamiliar to the audience. This necessitates bold and clear identification of the nature of the product to avoid confusion and claim territory.

Kanaí was a new sugar cane juice drink, and to achieve clear characterisation of the product I chose to place emphasis on its origins. Particular focus was placed on shapes and colours which resonated with the natural, healthy aspects of the drink. The concept was applied to advertising and POS.