RedKraft
With a decade-long industry experience under his belt, Ranjan, the founder of RedKraft, harbored an ambition to venture into the world of liquor. Launched in 2022, RedKraft emerged as a pioneering force in India’s evolving liquor landscape. The initial focus was on crafting unique blue agave-based spirits, a passion ignited by Ranjans previous role in sales. However, the evolving tastes of Gen Z and millennials, leaning towards sweeter, more experimental flavors, presented a compelling opportunity. Recognizing a growing demand for affordable yet premium liquers, the brand set out to redefine the category. As Ranjan explains, “There was a clear shift in consumer tastes, and we saw a growing demand for something new”.
Redkraft aimed to bridge this gap by offering a range of flavorful, accessible spirits. Recognizing the dominance of heavily marketed imported brands, the company identified a potential to create a compelling domestic alternative. By manufacturing in India, Redkraft sought to offer superior quality at competitive prices, catering to the growing demand for affordable premium spirits.
Background on RedKraft
The Challenge
With a portfolio of eight distinct products, Redraft sought a packaging solution that would resonate with its target audience while effectively showcasing the brand’s identity. To bring Redraft’s vision to life, a robust packaging solution was essential. The brand sought a partner capable of designing aesthetically pleasing packaging while addressing the practical challenges of the liquor industry.
Redraft collaborated with Prinova to develop distinct packaging for their products. The initial challenge lay in creating distinct identities for the brand’s two flagship products, Cabana and Firefox, while maintaining a cohesive aesthetic within the constraints of a single bottle format.
To address this, shrink sleeves were identified as the ideal solution. However, the chosen bottle presented unforeseen challenges due to its high shrink percentage. This setback threatened to derail the project and impact the launch timeline.
Prinova's Innovative Approach
“Atul, the founder of Prinova, took it upon himself to find a solution. That’s what I love about working with him. He never shys away from a challenge”, says Ranjan. Through meticulous material research and testing, we identified a suitable shrink sleeve material that could adhere to the bottle’s unique shape without compromising its integrity.
Design Process
The design process involved creating distinct visual identities for RedKraft’s flagship products, Cabana and Firefox, while ensuring they complemented each other within a cohesive brand aesthetic. Our designers worked closely with RedKraft’s marketing team to develop packaging that captured the essence of the brand and resonated with the target audience.
Production and Implementation
Once the final design was approved, our production team ensured the shrink sleeves were manufactured to the highest quality standards. The sleeves were then carefully applied to the bottles, ensuring a seamless and professional finish.
Conclusion
Our partnership with RedKraft has extended beyond the initial packaging project. We continue to collaborate on subsequent product launches, ensuring that the packaging remains consistent with the brand’s evolving identity.
Our partnership with RedKraft is a reminder that with the right packaging partner, anything is possible. We’re honored to have played a role in their story.