ITC – B Natural

Case Study by Expand Buzz

OUR ROLE

-RESERACH
-CONCEPTUALIZATION
-PACKAGING DESIGN

B Natural by ITC stands out as a leading and innovative beverage brand in India, recognized for its genuine fruit content and commitment to health, purity, and openness. As consumers became more conscious about their sugar consumption and preferred clean-label options, B Natural saw the potential to launch a No Added Sugar line in its Healthy Juices Segment. This range introduced four flavours – Guava, Mixed Fruit, Orange, and Pomegranate – catering to health-minded adults between 26 and 45 who want nutritious options that don’t sacrifice flavour. ITC collaborated with Expand Buzz to develop an impactful, unified visual identity for the entire product launch, encompassing packaging and comprehensive brand messaging across all channels.

Challenge

The main challenge involved highlighting the ‘No Added Sugar’ benefit visually without compromising B Natural’s image of freshness, natural quality, and premium appeal. Key hurdles included:

Standing out on crowded juice shelves, which are filled with bold colors, numerous claims, and aggressive pricing messages.
Communicating the health benefits clearly, while ensuring the packaging doesn’t look clinical or too technical.
Making each product variant distinct, yet keeping a consistent overall brand image.
Creating a seamless, high-quality, and striking launch experience across retail, outdoor, and digital platforms.

Our Approach

Our approach focused on design and insights, combining health messages, vivid fruit visuals, and clear branding to deliver a strong presence at every consumer interaction point.

A. Packaging Design Strategy- We crafted modern, crisp, and appealing packaging that emphasises:

The No Added Sugar message is the central feature.
Realistic fruit visuals to quickly evoke taste and freshness
Elements that communicate freshness, natural quality, and reliability
Created unique color schemes for every flavor to make them easy to find and remember on shelves.
Combined informative nutrition messaging with an emotional touch, positioning health as desirable rather than clinical.

B. Visual Identity & In-store Branding- For strong retail presence and visibility, we developed a full suite of in-store promotional materials:

Danglers: Bold, eye-catching designs to instantly highlight the No Added Sugar feature.
Gate Arch: Striking entry displays to enhance brand visibility and create a premium impression.
Posters: Informative visuals that educate shoppers and boost appetite appeal.
Gift Packs:Upscale, festive packaging aimed at increasing the sense of value and promoting gifting occasions.

C. Digital & Social Media Creatives- Produced attention-grabbing social media content to raise awareness, inform audiences, and motivate product trials.

Developed captivating digital designs centred around:
Nutritional advantages
The freshness of the fruit
Clear messages about clean-label credentials
Ensured a consistent look and feel across both physical and online channels to reinforce brand recognition.

The Outcome

Positioned B Natural’s No Added Sugar collection as a top-tier, health-oriented choice in the market.

Gained strong shelf visibility through striking packaging and effective retail messaging.
Rolled out a unified launch strategy covering all touchpoints, including packaging, in-store, gifting, outdoor, and digital channels.
Enhanced B Natural’s reputation as a forward-thinking, health-focused beverage brand.
Improved how consumers view the product’s healthfulness while still preserving its delicious taste
Achieved clear visual uniqueness amid a crowded juice market
Delivered a smooth and consistent brand journey at every customer interaction