Biz-R have recently completed a naming, brand identity and packaging project for ‘Schmoo’, a new yoghurt lassi drink.
A lassi is the original and traditional Indian yoghurt drink, made with un-pasteurised probiotic yoghurt which maintains the good bacteria and is a high source of vitamin C, protein and calcium.
Up until now yoghurt lassi drinks have only been available in Indian restaurants, Schmoo hopes to introduce the drink into the UK mainstream..
The new drink comes in three flavours Mango, Strawberry, and Vanila, all of which contain no additives and no preservatives.
Schmoo, a Leeds based company, hopes to promote the authentic Indian lassi as a nutritious snack that promotes good health as well as tasting great.
The brand positions itself between smoothie and dairy (which has also formed the basis for the new name) and uses one hundred percent pure ingredients with no preservatives, created using genuine Indian recipes.
All three flavours are also suitable for vegetarians.
Blair Thomson, Creative Director for biz-R, said:
“The identity draws influence from traditional Indian henna (mehndi) illustration but is executed in a contemporary aesthetic with a touch of modern opulence. East meets West if you will.
The brand offers a clear point of differentiation from other drinks commonly sharing shelf space. An exciting, healthy product with a sense of confident sophistication – this formed the basis for our brand direction for Schmoo.
The final result communicates beautifully and stands apart from anything else on the market.”
The label design has been printed onto a silver foil stock and combined with fresh bright colours to differentiate the flavours in the range.
The brand seeks to ‘shake up’ the bottled drinks sector by introducing the lassi to the mass market - which would usually be limited to specialist Asian stores and Indian restaurants.
Hayley Hadfield, Managing Director of Schmoo commented:
“From the initial brand workshops biz-R ‘got it’. They understood the essence of the brand and were not shy in coming forward with ideas.
This was the confidence we were looking for and that was difficult to find with other agencies. We are really excited at the prospect of developing Schmoo together and continuing to take it forward.”
Schmoo has been launched initially in Tesco stores throughout North England with plans for further expansion in the near future.