Silver Packaging Design · 2020
Boho Ras Packaged Cocktails
- A' Design Award 2020 Silver Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Abhijeet Thakur
- Estimated Number of Design Views: 36,716
- Verification code 80EA019D0E · Verify this award
About Boho Ras Packaged Cocktails
Boho Ras sells packaged cocktails made with the finest local Indian spirits. The product carries a Bohemian vibe, which captures the unconventional artistic lifestyle and the visuals of the product are the abstract portrayal of the buzz that the consumer gets after drinking the cocktail. It has perfectly managed to achieve the midpoint where Global and Local meet, where they fuse to form "Glocal" vibe for the product. Boho Ras sells pure spirits in 200ml bottles and packaged cocktails in 200ml and 750 ml bottles.
Press Kit
- Unique Properties
- Boho Ras is a brand which makes the finest pure distilled local spirits and also sells packaged cocktails made from these spirits.
Local spirits are available in 200ml bottles and cocktails are available in 200ml and 750ml bottles - Dimensions & Packaging
- The "Pure spirits" and "Cocktails" small bottle (200ml) will be approximately 250mm in height and the labels will be 145mm in height.
The "Cocktails" big bottle (750ml) will be 350mm in height and the lables will be 240 mm in height.
The "Cocktails" lables will have a semicircular curve at the top to resemble few local spirits lables available in India. - Tags
- Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
- Production Technology
- The product will be available in select stores and outlets of the brand itself as the cocktails are made by hand and in batches overseen by professional mixologists.
The "Pure spirits" and "Cocktails" both are available in 200ml small glass bottles. Only "Cocktails" are available in big 750ml bottles. - Design Challenge
- The hardest part was finding a middle ground between these two Local and Global culture and developing a visual language which will appeal the target audience as it is a premium product but still looks like its a local brand.
The Nomenclature was also difficult to finalise as there were many options and none of them gave the exact Phoneasthetic that was required to appeal to the customers. - Project Duration
- The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India. - Operation Flow
- The overall packaging of the product attracts the customer as no one has ever tried a cocktail made from Indian spirit so they will be interested.
The product use is as simple as open the bottle pour in a glass or consume from the bottle. - Research
- Type of Research-Study of existing brands, their offerings and USP's
Research Objective-To understand the market scenario, needs of customers and what are the fields where we can provide a better product.
Methodology-One on one interview, surveys and questionnaires.
Data Collection and Research Tools-Online forms, Group and solo interviews, S.W.O.T analysis and competitor study.
Insights-The target audience wants something that binds both ends of alcohol consumption which are premium cocktails and locally produced spirits.
Effect of research on Design-The research provided a very precise direction to work in which is that the design should be a fusion of both the cultures but as the target audience is in India it should be vibrant, artistic and should have that classic appeal to it. - Inspiration
- Many brands sell ready to drink cocktails but no one has ever tried to sell pre-packed cocktails made with local Indian spirits. Indian spirits have a very unique story and taste to it. And the alcohol content in them is high so they can also give you a nice buzz.
Abhijeet wanted to design a brand which did so and by giving it a fusion feel mixing Global and Local creating "Glocal" vibe around the brand.
The brand has a Bohemian look and feel to it as the target audience is looking for a multi-sensorial experience.
Colors of Boho Ras Packaged Cocktails
Get Boho Ras Packaged Cocktails
Creative Packaging and Brand Design Services
We bring fresh perspectives to packaging and brand identity design. Our award-winning approach combines cultural storytelling with contemporary aesthetics, creating designs that connect with audiences. From concept development to final execution, we craft visual solutions that make brands memorable.
G0E5 ShopDesign Interview about Boho Ras Packaged Cocktails
The big idea was to visually capture the personality of the blends. Capturing the emotion and buzz the consumer feels when he drinks the cocktail. And to show the fusion between two cultures (Western and Indian)
While designing the main focus was on capturing the essence of the blends. An abstract portrait of the blends themselves. I also wanted to achieve fusion between Western culture and Indian culture.
In the future, I would like to pitch the designs to potential clients and see if this project can get off the ground.
The entire project took three weeks to finish
This project was a college assignment where we had to come up with a unique business proposition and do the entire branding, packaging and/or other collaterals for the product.
No, the design is not being used by any other company. Yes, I would be interested in selling or giving the production right on lease.
I have always been curious and interested in fusing different styles and coming up with unique concepts. It was a challenge to capture an intangible concept of the personality of the blends and fusing two cultures.
The answer is yes and no because while researching and referencing for this project I saw many works of other designers and their designs didn't directly influence my work but small details gave me a direction to work.
The target consumers or this design are from an age group of 25 - 40 years of age, who are experimental and are willing to try new things. People who are very familiar with different types of spirits available locally and abroad. People who don't want to go through the hassle of making the cocktail themselves but just want to kick back and enjoy a packaged cocktail.
This design is unique because it captures the essence of the blend and as the blend itself is unique there is no design like it. As it is also the fusion between two different cultures (Western and Indian) which have never met before, in terms of mixing spirits it paved a unique pathway for me to work on.
The name of the design is “Boho Ras” The “Boho” stands for bohemian as the brand has a bohemian vibe to it and “Ras” translates nectar in Sanskrit which also means the elixir of festivity.
While working on this project I used Adobe Illustrator and Adobe Photoshop and Wacom Intious CTH 680.
The most unique aspect of the design is the typography and how the nomenclature is done by fusing two different languages Latin and Devanagari.
No this was a solo project there were no collaborations with any other designers or people from other fields.
Pretty much the entire design is done with the help of design software and using a digital drawing board to draw and edit the design.
Yes, there were a few different types of research studies done to collect data for this project.
1.Study of existing brands, their offerings and USP's.
2.To understand the market scenario, the needs of customers.
3.One on one interview, surveys and questionnaires.
4.S.W.O.T analysis and competitor study.
1.Study of existing brands, their offerings and USP's.
2.To understand the market scenario, the needs of customers.
3.One on one interview, surveys and questionnaires.
4.S.W.O.T analysis and competitor study.
One of the biggest challenges was to capture the midpoint between global and local as the product is a mixture of both. Fusing two different languages and creating unique nomenclature as the names are relevant in both languages.
After the completion of this project, my mentor and I discussed about submitting my design to an international design competition. After the project was done, I was confident that I have created something unique and should put this to the test.
While designing for this project I learned that you should respect the design rules but shouldn't be restricted by it. And that it is completely fine to break the established bonds of design and do something that you have never done before even if it scares you.
No, I think we have covered pretty much everything about the design.