Gradient Vodka Soda Involucrum Potus Vodka Soda by Mark Rowe and John Eresman

Gradient Vodka Soda Involucrum Potus Vodka Soda by Mark Rowe and John Eresman is a highly esteemed winner of the very prestigious 2022 Praemium A' Design Award Aeneum in Designatio Involucri Competition Category.

AesInvolucrum· 2022

Gradient Vodka Soda Involucrum Potus Vodka Soda

by Mark Rowe and John Eresman

Client: Gradient Beverages Corp.

Praemium A' Design Award Aeneum Winner in Involucrum Category

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Verified Award Winner

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The Design

About Gradient Vodka Soda Involucrum Potus Vodka Soda

Gradiens est consilium involucri pro fasciculo mixto potionum vodka soda. Fasciculus sex latas nitidas 355 mililitrorum capit, quarum vis alcoholica gradatim decrescit: 8, 7, 6, 4, 3 et 2 centesimas ad volumen. Latae in una serie intra capsam collocantur, et forma punctorum reticulata a colore obscuro ad lucidum per ordinem evanescit. Perforatio obliqua capsam ab extremitate fortiore ad leviorem aperit, ita ut latae eo ordine sumantur. Haec dispositio moderationem per totam vesperam suadet. Tres sapores praebentur: rubus Idaeus cum citro, cucumis cum mentha, et limetta.

The Recognition

About the Praemium A' Design Award Aeneum

Gradient Vodka Soda Involucrum Potus Vodka Soda victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Gradient Vodka Soda Involucrum Potus Vodka Soda rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Gradient Vodka Soda Involucrum Potus Vodka Soda necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

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