Backbay
Sustainable Beverages and Lifestyle
Copywriter
[Brand Identity] [Packaging Collaterals]
At Yellow Creative Agency
The Brief
An upcoming sustainable and conscious beverage brand being launched by Bhumi and Samiksha Pednekar.
The Brand
Boxed water and boxed beverages overall have been gaining quite the momentum worldwide. The markets were being tested, and the consumers were responding. It was slowly becoming clearer that people are willing to pay a premium for a product that aligns with their sensibilities and passions. India is a delicate collection of microcosms, with each to its own.
With Backbay, we wanted to drive home the point of sustainability and help our audiences become spokespersons for something that's bigger than them. It's not just purchasing a product, but rather proudly showcasing their priorities. There is definitely a strong game of optics here, we wanted to make the carton itself feel like a designer accessory in their hands.
The product is itself quite premium and good for your health. The water is sourced from the Himalayas, is alkaline in nature and enriched with vitamins and minerals. It's not just about putting water in a box, it's more about making sustainability mainstream and 'cool' for once.
We've been told our entire lives to think outside the box, well this time around, it's all about drinking inside the box.
The Copy
The tone of the brand needed to be inviting, warm and approachable. Backbay is a companion in your adventures, making every moment worth remembering. As you breeze through life, we wish for you to slow down and -
Sense. Savour. Sustain.
This motto is what drives a lot of what we did with Backbay.
The copy used across the assets and the packaging are reverberating this same message.
