Gradient Vodka Soda Vodka Soda Tlapēhualli by Mark Rowe and John Eresman

Gradient Vodka Soda Vodka Soda Tlapēhualli by Mark Rowe and John Eresman is a highly esteemed winner of the very prestigious 2022 Mahuizolli A' Design Award Bronse in Tlaquimilolli Tlachihchihualiztli Competition Category.

BronseTlaquimilolli· 2022

Gradient Vodka Soda Vodka Soda Tlapēhualli

by Mark Rowe and John Eresman

Client: Gradient Beverages Corp.

Mahuizolli A' Design Award Bronse Winner in Tlaquimilolli Category

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Colors

The Design

About Gradient Vodka Soda Vodka Soda Tlapēhualli

Gradient in tlapēhualli tlanēxtīlli īpampa chīuhcanēlhuayōtl tlapōhualli vodka soda ātl. In tlapēhualli quipiya chicuacen yamānqui 355 mililitro tepoztlatzacualli, tlein ihcuāc mochīhua achi tepitōn octli chicueyi, chicome, chicuacen, nāhui, ēyi īhuān ōme īpan cempōhualli (percent by volume). In tepoztlatzacualli mopēhua cē mēlāhuac īpan tlapēhualli, īhuān cē tlīltic tlapōuhcāyōtl tlein pēhua tlīltic quen mochīhua istāc īpan nēnepānōlli. Cē tlaxeloliztli tlein melahuac quixōtia tlapēhualli itzintlan tlein chicāhuac ītech āxca tlein cualli, yeh ica in tepoztlatzacualli mocuih īpan yeh tlamantli tlanahuatīlli. In tlapōhualli quinnextia moyōllāliztli īpan cē yohualli. Ēyi xōchitlaelli monequi: xocotlazohtli lemontlatzīnco, pepino īhuān yamānqui, īhuān lima.

The Recognition

About the Mahuizolli A' Design Award Bronse

Gradient Vodka Soda Vodka Soda Tlapēhualli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Gradient Vodka Soda Vodka Soda Tlapēhualli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Gradient Vodka Soda Vodka Soda Tlapēhualli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.

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