VIHANG
MAHAJAN
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Amul Kool
Multiple Collaterals
Client
Amul
Services
Limited-Edition Packaging Design
Campaign Collaterals
Industry
FMCG (Fast Moving Consumer Goods)
Year
April 2025
Client Profile
Amul Kool’s Limited Edition Packaging Design and Campaign was a hypothetical final-year
design graduation project that lasted 4 months. The aim was to create a fresh identity through
two concepts — Kool Chaos and Koolstalgia, each bringing out a unique personality for the brand.
Framing the vision
Creating multiple assets for the project which included limited-edition cans, packaging mockups, and campaign visuals. The task was all about translating these two themes into design and communication capturing the chaotic yet playful side of Kool Chaos and the nostalgic charm of Koolstalgia, while also showcasing how the campaign could extend into future possibilities.
Guided by emotions- Concept 1
The curiosity drive
Crafting through tweaks
BOLD
RESTLESS
UNPREDICTABLE
Unifying the vision- Variant 1 (Badam Flavour)
Unifying the vision- Variant 2 (Rose Flavour)
Unifying the vision- Variant 3 (Kesar Flavour)
Guided by emotions- Concept 2
Crafting through tweaks
NOSTALGIC
COMFORTING
TIMELESS
Unifying the vision- Variant 1 (Koko Flavour)
Unifying the vision- Variant 2 (Thandai Flavour)
Unifying the vision- Variant 3 (Eliachi Flavour)
EMBRACING FEEDBACK
CONCEPT 1- KOOL CHAOS
Kool Chaos takes inspiration from the beauty of disorder, showing how chaos can be fun, exciting
and full of life. With quirky illustrations, clashing colors, and playful typography, it creates a dynamic
visual language that breaks away from the ordinary. Every element feels spontaneous yet intentional,
giving the brand an energetic personality that’s hard to ignore.
Durable in design yet bursting with personality, Kool Chaos brings a youthful, free-spirited identity to
Amul Kool. It’s a statement that celebrates unpredictability and the joy of standing out.
CONCEPT 2- KOOLSTALGIA
Koolstalgia draws from the charm of memories and the comfort of the past. Inspired by retro
visuals, muted palettes, and familiar motifs, it creates a design language that feels both timeless
and heartwarming. It takes you back while still feeling fresh. Every element reminds you of
moments you’ve lived and loved.
Gentle in its aesthetic yet powerful emotions, It gives Amul Kool a soulful identity. It's a reminder
of cherished moments, cultural pride and the joy of reliving the past in every sip.
Your design direction is strong, but I’d suggest focusing more on the story behind each
element used in the packaging. That narrative is what people will emotionally connect with,
making the design more memorable. This story can then naturally evolve into the big idea
that drives your campaign, ensuring consistency and impact across all touchpoints.
Remember, it’s the meaning woven into visuals that truly leaves a lasting impression.
-Industry & Internal Mentor, Design Horse | UID
Unifying the vision- Campaign Ideas
LESSONS
UNVEILED
As this project comes to a close, it still opens doors to new adventures and possibilities.
Designing Amul Kool's limited edition pack and campaign design really extended
creative and functional boundaries, stretching the limit of design and strategic vision.
the blend of enjoyment and creativity made every day worth it.
-The bird - Vihang Mahajan
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