In the bustling heart of early 20th-century India, Hakeem Hafeez Abdul Majeed, a visionary Unani medicine expert, embarked on a mission to create the ultimate summer refreshment. Mixing an eclectic blend of fruits, herbs, and spices, he concocted a potion that would soon become synonymous with relief from the sweltering heat: Rooh Afza, aptly named to mean "soul refresher." As its popularity soared within just a year, Hakeem Majeed knew it was time to give his creation a formal identity—a task that would intertwine artistry with functionality, laying the groundwork for one of the most iconic beverage brands in the region.
Crafting an Icon: The Early Design of Rooh Afza
In 1910, the responsibility of crafting Rooh Afza's visual identity fell to Mirza Noor Ahmad, an artist with an eye for detail and a deep understanding of cultural aesthetics. The goal was not just to create an attractive label but to encapsulate the essence of Rooh Afza’s rich, multifaceted ingredients. Each element in the illustration was meticulously chosen to represent the vibrant and refreshing nature of the drink. This careful curation ensured that every gaze upon the label conveyed the promise of respite and rejuvenation.
Color Fidelity: A Printing Journey from Delhi to Bombay
Ensuring the accuracy of the colors in the label was a critical task, one that led to a significant decision—printing the label in Bombay rather than Delhi. The Bolton Press of the Parsees in Bombay was renowned for its superior printing capabilities, ensuring that the lush greens, vibrant reds, and other rich hues of the ingredients were depicted with precision. This dedication to quality in visual representation highlighted the brand's commitment to authenticity and excellence right from its inception.
The Evolution of Packaging: From Recycled Bottles to Iconic Design
Initially, Rooh Afza's packaging reflected the resourcefulness and modest beginnings of Hakeem Majeed and his team. In the absence of standardized packaging, they utilized recycled bottles, each adorned with individually applied labels. This approach not only economized the production process but also added a unique, handcrafted charm to each bottle, reinforcing the personal touch behind every sip of Rooh Afza.
Today, Rooh Afza stands not just as a beverage but as a symbol of cultural heritage, its label a masterpiece that continues to refresh both body and soul. Through the lens of visual design, the story of Rooh Afza is a testament to the power of thoughtful, culturally resonant branding in creating a timeless legacy.
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