MarimBula – VKL Spices Pvt. Ltd.

The Brand
VKL Spices Pvt. Ltd., is a legendary company with over 100 years of rich experience in the Indian Food & Beverage Industry. VKL Spices is known for their expertise and knowledge of Indian food palate like no other.

Challenge
With the increasing consumption of mocktails and cocktails, VKL identified an opportunity to offer gourmet syrups that would appeal to less sugar-more natural taste buds of Indians, while boosting of some ethnic Indian flavors.  This offering was not just to be introduced to HoReCa (Hotels Restaurants Cafes), but also to the retail buyer, hence the branding and packaging was crucial to convey the Brand essence.

Thus, VKL approached Pineapple for Branding, Packaging and Communication Design for their new line of flavoured syrup brand to be called Marimbula.

Solution
An in-depth study of consumers, both B2B & B2C, led us to an important insight: While the lifestyles go global, Indians still cherish their regional food and food habits; as it lends them a cultural identity which goes beyond any personal wealth and aspiration. So Pineapple developed a concept which resonates with the Indian visual aesthetics and yet is presented in a global format that can be appreciated by audiences worldwide.
The Brand Logo which is a Devanagari (Hindi) font sets the tone for Indian pride and instant recall too. Continuing with ‘Every taste has a story, Every story has a flavor!’ Pineapple Consulting used the packaging to narrate the various historical/mythological stories attached to various flavours and made that as a common element for the distinctive packaging of over 50+ flavours.

To know more, read here: Marim Bula Case Study.