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Roohafza Fusion Branding and Packaging Design
Reimagining a Heritage Icon for Modern Tastebuds
Hamdard Laboratories partnered with Kanchize Design Studio to extend Rooh Afza’s legacy into a modern RTD (Ready-to-Drink) format—Rooh Afza Fusion. The challenge was to bridge tradition with innovation, making the heritage-rich brand relevant for younger, on-the-go consumers while retaining its cultural roots.
Our Creative Solution
Concept
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Positioned Fusion as a modern take on Rooh Afza with real fruit juice—blending nostalgia and novelty
Design Language
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Developed a vibrant, fluid visual system that reflects refreshment and energy
Colour & Packaging Strategy
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Used bold fruit-coded colours for variants with brand red colour for easy flavor navigation and strong shelf standout.
Typography & Brand System
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Balanced contemporary type with classic cues to preserve Rooh Afza’s heritage.
Impact & Results
The refreshed identity elevated Rooh Afza’s relevance with younger audiences and increased impulse pick-up in modern retail. The design enabled brand stretch into new consumption occasions—strengthening Hamdard’s innovation play in the beverages market.
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