Brand Elements

 Packaging as a differentiator: i) A pouch with a bendable spout of unique design.

ii) The brand's visual identity is comprised of matte tones over
a white background.
iii) The visuals on the pack typically feature an image of the
featured fruit or product that evokes the consumer’s interest
towards the product further.
iv) A bold, unconventional theme is reflected in its design's
equally striking font choices. It accurately conveys the heart-
warming sensation that consumers associate with the product.
v) The playful ambiance is accentuated by the quirky messages
printed on each standee pouch. The bottom of the package is
covered in clever one-liners, all of which are amusing in their own
way. Through skilful incorporation of the brand's backstory into the
packaging, an emotional connection can be made with the target
audience.
 Brand Name: The brand's name and slogan, "drinks and memories," conjure an image that is
at once nostalgic and pristine: a paper boat bobbing lazily on the lake. "Paper Boat" is
reminiscent of the joy of making and racing paper boats as a kid. It fits with the business's
overall marketing approach of appealing to the child within adult consumers as well. Taken
from Jagjit Singh’s song “Kaagaz ki Kashti” with its words “Ye Daulat bhi lelo, Ye Shaurat bhi
lelo, Bhale cheen lo, Mujhse ye meri Jawani, Magar lauta do mujkho Wo Bachpan ka Sawn,
Wo Kagaz ki Khashti Who Baris Ka paani”, the brand revolves around this very idea of
paperboats being representative of a person’s childhood and how it can never return no
matter what he sacrifices.
 Paper Boat's most successful social media campaign involved encouraging customers to
submit their favourite childhood memories and anecdotes. This was useful for it's branding
efforts.
 Positioning: Paper Boat markets itself as an authentic Indian beverage brand. The marketing
campaigns for all of its products masterfully capture the essence of "Indianness" and purity
that permeate all of India. These beverages strike a chord with these consumers because
they remind them of their own formative years. In the crowded market for fruit-flavored
drinks, Paper Boat has carved out a distinct place for itself. Our mothers and grandmothers'
homemade ethnic Indian drinks filled a need in the market. That void was filled by Paper
Boat, who wisely chose to portray themselves as the "innocent" alternative. Occasionally,
Paper Boat has made an effort to delve into the deeper meaning of innocence in modern
culture. One of its early commercials, "Paper Boat Postcard," centres on a son's appreciation
for his father's upbringing. But it also alludes to the creeping isolation that many elderly
people experience and the fact that many parents spend their final years either alone or
with little to no touch with their offspring. In "Hope the Boat," we learn the importance of
dreaming big and the value of taking risks in order to reach one's goals. The enduring purity
and simplicity of Rizwan are highlighted, as is the enchanted power of the imagination and
the role that fragrances and tastes have in bringing back fond memories.