We were engaged by Coca Cola India to design the experience around a mobile Coke dispensing truck with an in-built carbonator, to convert consumers and encourage sales amongst youth in rural India. Following conversations with brand stakeholders and a keener examination of the context and target audience, the focus was iterated to create a media and promotional channel for brand Coke, using the mobile dispensing vehicle.
Queries into the global brand attributes and its connect with the youth, the youth-specific target audience and the context of Indian villages & small towns, were the driving factors behind designing the temporary, but high energy and interactive experience. The experience design, named Happiness Express, included a holistic scoping of the mobile vehicle’s journey from on-road to nearing destination and transformation at the destination.
Design directions for contextualising the Coca Cola brand language through the vehicle and communication design, identifying features and activities, and suggestive proposals for related artefacts like uniform, lighting etc, were delivered as proof-of-concept to visualise the experience.
Vehicle Design & Visualizations: Trampoline