Srushti Pokerna

Jamoon

BrandingStrategy

Role// Cultural Research, Brand Positioning and Product Ideation

Team// AJ Nielsen, Ashley O' Conner, Julia Taylor Brown, Kunal Khungar, Lynee Rennie

Year// 2025

Context

Jamoon is a vibrant, non-alcoholic digestif crafted from the revered Indian black plum, a fruit long valued in Ayurvedic tradition for its distinct flavor and restorative qualities. The fruit's flavor profile blends sweet, tart, and subtly bitter notes for a memorable taste. Its natural pigments create a striking purple stain on the lips and mouth. Born from my idea to translate the family favorite into a contemporary offering, Jamoon introduces a hero ingredient largely unknown in Western markets.

Challenge

How can we design a shelf-ready CPG brand that brings a traditional Indian ingredient into Gen Z culture while honoring where it came from?

Opportunity

A small act that restores your heart, mind, and spirit. Rooted in a daughter's enduring gratitude, the brand transforms a cultural staple into a modern restorative elixir for a new audience.

It's more than a product. It's a gift to my mother for decades of service.

Jamoon bottle hero shot
Jamoon cocktail pour
Jamoon bottle on pink
Hands working with jamun fruit
Hands working with jamun fruit
Jamoon packaging with ingredient card
Woman drinking Jamoon
Friends toasting with Jamoon
Phone showing Jamoon Instagram post
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