Boho Ras Verpakte Cocktails door Abhijeet Thakur

Het ontwerp Boho Ras Verpakte Cocktails door Abhijeet Thakur is een hoog aangeschreven winnaar van de zeer prestigieuze 2020 A' Design Award in Zilver in de competitiecategorie Verpakkingsontwerp.

ZilverVerpakking· 2020

Boho Ras Verpakte Cocktails

door Abhijeet Thakur

Opdrachtgever: Abhijeet Thakur

Winnaar van de A' Design Award in Zilver in de categorie Verpakking

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Het Ontwerp

Over Boho Ras Verpakte Cocktails

Boho Ras verkoopt verpakte cocktails gemaakt met de beste lokale Indiase sterke drank. Het product heeft een Boheemse sfeer, die de onconventionele artistieke levensstijl weergeeft en de visuals van het product zijn de abstracte weergave van de buzz die de consument krijgt na het drinken van de cocktail. Het is er perfect in geslaagd om het middelpunt te bereiken waar Global en Local samenkomen, waar ze samensmelten om een Glocal-sfeer voor het product te vormen. Boho Ras verkoopt pure sterke drank in flessen van 200 ml en verpakte cocktails in flessen van 200 ml en 750 ml.

De Erkenning

Over de A' Design Award in Zilver

Boho Ras Verpakte Cocktails is winnaar van de A' Design Award in Zilver, een buitengewoon prestigieuze erkenning die wordt toegekend aan topontwerpen die prachtig en indrukwekkend zijn. Winnaars in Zilver zijn enorm briljante en uiterst creatieve werken die de uitmuntende expertise, het talent en de scherpzinnigheid van hun ontwerpers illustreren. Boho Ras Verpakte Cocktails wordt verwacht een prachtig paradepaardje te zijn dat opmerkelijk professioneel en diepgaand innovatief is. Dit ontwerp dat de A' Design Award in Zilver heeft gewonnen, is een hoogst opmerkelijke, bewonderde uitvinding die baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Boho Ras Verpakte Cocktails is een zeer benijde creatie die verlangens oproept, positieve gevoelens brengt en verbazing en verwondering doet ontvlammen.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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
Afmetingen & Verpakking: 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,
Productietechnologie: 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.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Werkproces: 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.