Boho Ras K'ipichasqa Upyakuna Chaqrusqa by Abhijeet Thakur

Boho Ras K'ipichasqa Upyakuna Chaqrusqa by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 A' Design Award Qullqi Premiu in Pilluchina Kamay Competition Category.

QullqiPilluchina· 2020

Boho Ras K'ipichasqa Upyakuna Chaqrusqa

by Abhijeet Thakur

Client: Abhijeet Thakur

A' Design Award Qullqi Premiu Winner in Pilluchina Category

37,000

Verified Award Winner

Verify Award Status for #101804

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Boho Ras K'ipichasqa Upyakuna Chaqrusqa

Boho Ras k'ipichasqa upyakuna chaqrusqata rantikun, kay llaqtapa aswan sumaq mach'ay upyayninkunawan rurasqa. Kay ruwanaqa Bohemio nisqa kausayta rikuchin, chaymi mana rikch'akuq arte kawsayta hap'in, ruwanakunaqa mana sut'i rikuchiymi upyaqpa kusikusqanmanta chay upyasqanmanta. Sumaqta chawpiman chayan maypim tukuy pacha llaqtantinpi ima tinkinku, hukllawaykuspa 'glocal' nisqata paqarichispa kay ruwanapaqa. Boho Ras ch'uya upyaykunata 200ml phuchkakunapi rantikun, k'ipichasqa upyakuna chaqrusqataqa 200ml 750ml phuchkakunapipas.

The Recognition

About the A' Design Award Qullqi Premiu

Boho Ras K'ipichasqa Upyakuna Chaqrusqa A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Boho Ras K'ipichasqa Upyakuna Chaqrusqa ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Boho Ras K'ipichasqa Upyakuna Chaqrusqa achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.

Behind the Design

Press Kit

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

Unique Properties: 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
Dimensions & Packaging: 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,
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Operation Flow: 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.