Boho Ras Упакаваная Кактэйль by Abhijeet Thakur

Boho Ras Упакаваная Кактэйль by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 Срэбная прэмія A' Design Award in Дызайн упакоўкі Competition Category.

СрэбраУпакоўка· 2020

Boho Ras Упакаваная Кактэйль

by Abhijeet Thakur

Client: Abhijeet Thakur

Срэбная прэмія A' Design Award Winner in Упакоўка Category

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Colors

The Design

About Boho Ras Упакаваная Кактэйль

Boho Ras прадае спакаваныя кактэйлі, прыгатаваныя з самых выдатных індыйскіх моцных напояў. Прадукт утрымлівае багемскую вібрацыю, якая фіксуе нетрадыцыйны мастацкі лад жыцця, а візуальныя дадзеныя прадукту - абстрактнае адлюстраванне кайфу, які спажывец атрымлівае пасля выпіўкі кактэйлю. Гэта цудоўна ўдалося дасягнуць сярэдзіны, дзе сустракаюцца Global and Local, дзе яны зліваюцца, каб стварыць Glocal Vibe для прадукту. Boho Ras прадае чыстае спіртное ў бутэльках па 200 мл, а запакаваныя кактэйлі ў 200 мл і 750 мл.

The Recognition

About the Срэбная прэмія A' Design Award

Boho Ras Упакаваная Кактэйль — пераможца Срэбнай прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца дызайнам вышэйшага класа, цудоўным і ўражальным. Срэбныя пераможцы — гэта надзвычай бліскучыя і вельмі творчыя працы, якія ілюструюць выдатную кампетэнтнасць, талент і праніклівасць сваіх дызайнераў. Чакаецца, што Boho Ras Упакаваная Кактэйль — гэта цудоўная, паказальная праца, надзвычай прафесійная і глыбока інавацыйная. Гэты дызайн, што атрымаў Срэбную прэмію A' Design Award, — вельмі значнае, вартае захаплення вынаходніцтва, якое прыносіць карысць і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Boho Ras Упакаваная Кактэйль — гэта твор, якому шмат хто зайздросціць, што абуджае жаданні, дорыць пазітыўныя пачуцці і запальвае здзіўленне і захапленне.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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.