Gradient Vodka Soda Envases para Vodka Soda by Mark Rowe and John Eresman

Gradient Vodka Soda Envases para Vodka Soda by Mark Rowe and John Eresman is a highly esteemed winner of the very prestigious 2022 A' Design Award de Bronce in Deseño de Envases Competition Category.

BronceEnvases· 2022

Gradient Vodka Soda Envases para Vodka Soda

by Mark Rowe and John Eresman

Client: Gradient Beverages Corp.

A' Design Award de Bronce Winner in Envases Category

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Verified Award Winner
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The Design

About Gradient Vodka Soda Envases para Vodka Soda

Gradient é un deseño de envase para un pack mixto de bebidas de vodka soda. O pack contén seis latas esveltas de 355 mililitros con graduacións alcohólicas decrecentes de 8, 7, 6, 4, 3 e 2 por cento en volume. As latas colócanse nunha soa fileira dentro da caixa, e un patrón de matriz de puntos esvaece de escuro a claro ao longo da fila. Unha perforación en ángulo abre a caixa dende o extremo máis forte cara ao máis lixeiro, de xeito que as latas se toman nesa orde. A disposición fomenta a moderación ao longo dunha noite. Ofrécense tres sabores: framboesa e limón, pepino e menta, e lima.

The Recognition

About the A' Design Award de Bronce

Gradient Vodka Soda Envases para Vodka Soda gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Gradient Vodka Soda Envases para Vodka Soda sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Gradient Vodka Soda Envases para Vodka Soda satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Behind the Design

Press Kit

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

Unique Properties: Gradient is the world's first alcohol mixed pack to package multiple, gradually reducing alcohol content drinks in one pack – 8%, 7%, 6%, 4%, 3%, 2% alc./vol. The decreasing dot matrix design perfectly matches the gradient dot matrix on the one-of-a-kind six-in-a-line box. This unique concept gives people a fun way to moderate their night, encouraging people to drink less and less so they stay "bright" all night.
Dimensions & Packaging: 6x Sleek 355 mL cans at 8%, 7%, 6%, 4%, 3%, 2% each available in 3 flavours: Raspberry Lemon, Cucumber Mint, Lime. Angled perforation from front to back to encourage people to start at the stronger end and work their way down.
Tags: gradient, moderation, vodka soda, seltzer, gradually reducing,
Production Technology: Key to the production of this design was meticulous Pantone matching across mediums to ensure a seamless match between shrink sleeve cans and and 24pt beverage grade box. Alignment of dot matrix grid also took careful planing at all stages of production.
Design Challenge: The most difficult aspect of this project was developing a system that would allow each individual can to stand out on their own, yet become part of a greater idea when seen together - which is the key purpose of the product itself. The gradually reducing dot matrix design solved this issue in a way that kept the product bright and appealing.
Research: 52 percent of U.S. consumers are trying to reduce their alcohol consumption. (IWSR) Despite this, over the past two years alcohol sales
have increased by 33% (IBOTTA). This tells us that people are looking for new ways to moderate their consumption.
Inspiration: Moderation is important, but it isn't easy. Anyone who has woken up regretting how much they consumed the night before knows that the more we drink, the less control we have over our ability to moderate our alcohol intake.

Gradient offers a solution to this "auto pilot" problem by being the world’s first to package multiple, gradually reducing alcoholic beverages in one pack.
Project Duration: This product was launched in Canada in August 2021, where it has been met with an incredible response. International exports are scheduled to begin late 2022.
Operation Flow: Gradient is designed to be enjoyed from the higher alcohol end to the lower alcohol end - the box's unique in-line design and perforated top nudges consumers to drink in the proper order. By starting strong, then drinking less and less through the night, gradient allows you to enjoy a few drinks without letting the night get out of hand. This works because of the way the average human body can process one 355 mL 4% alc drink per hour. Relatively high alcohol is introduced early, then decreased over time maintaining your blood alcohol levels.
Team Members: Creative Director: John Eresman
Designer: Mark Rowe