Boho Ras Ynpakt Cocktails by Abhijeet Thakur

Boho Ras Ynpakt Cocktails by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2020

Boho Ras Ynpakt Cocktails

by Abhijeet Thakur

Client: Abhijeet Thakur

A' Design Award yn Sulver Winner in Ferpakking Category

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Verified Award Winner
Verify Award Status for #101804

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Boho Ras Ynpakt Cocktails

Boho Ras ferkeapet ynpakt cocktails makke mei de moaiste lokale Yndiaanske geasten. It produkt hat in Bohemian vibe, dy't de unkonvinsjonele artistike libbensstyl fynt en de fisuele fan it produkt binne de abstrakte skildering fan 'e buzz dy't de konsumint krijt nei it drinken fan' e cocktail. It is perfekt slagge it middelpunt te berikken wêr't Global en Local gearkomme, wêr't se fuse om Glocal vibe foar it produkt te foarmjen. Boho Ras ferkeapet pure geasten yn 200ml flessen en ynpakt cocktails yn 200ml en 750 ml flessen.

The Recognition

About the A' Design Award yn Sulver

Boho Ras Ynpakt Cocktails is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Boho Ras Ynpakt Cocktails wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Boho Ras Ynpakt Cocktails is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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.