Boho Ras Ikuktiln yettwakelsen sɣur Abhijeet Thakur

Boho Ras Ikuktiln yettwakelsen sɣur Abhijeet Thakur d anerbaz yettwaqadren meqqren n 2020 Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.

LfeṭṭaAkemmus· 2020

Boho Ras Ikuktiln yettwakelsen

sɣur Abhijeet Thakur

Amsaɣ: Abhijeet Thakur

Anerbaz n Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Akemmus

38,504

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #101804

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Boho Ras Ikuktiln yettwakelsen

Boho Ras tettaɣ ikuktiln yettwakelsen i d-yettwagen s ispirtuyen igerranen n tmurt n Lhend. Afaris-agi yesɛa taddukkli tabuhamit, i yeṭṭfen tudert taẓuranit ur nelli d taqburt, tsufar-is tinehmlin d askan anemhal n uzag i d-yeṭṭef unessaɣ mbeɛd n tusna n ukuktil. Yewweḍ ad yaweḍ ɣer ubrid alemmas anda ttmezlayen umaḍlan d udigan, akken ad d-yefk taddukkli taglukalit i ufaris. Boho Ras tettaɣ ispirtuyen iẓedgan deg tilbutin n 200ml d ikuktiln yettwakelsen deg tilbutin n 200ml d 750ml.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lfeṭṭa

Boho Ras Ikuktiln yettwakelsen d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Boho Ras Ikuktiln yettwakelsen ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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
Tigejdiwin & Akemmus: 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.
Tibzimin: Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Tanila n Umahil: 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.