Boho Ras Afifiina Koko by Abhijeet Thakur

Boho Ras Afifiina Koko by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 A' Design Award Ario in Mamanu Afifi Competition Category.

ArioAfifi· 2020

Boho Ras Afifiina Koko

by Abhijeet Thakur

Client: Abhijeet Thakur

A' Design Award Ario Winner in Afifi Category

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Verified Award Winner
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Colors

The Design

About Boho Ras Afifiina Koko

Boho Ras faʻatau atu cocktails afifi na faia ma sili ona lelei lotoifale Initia agaga. O le oloa o loʻo tauaveina se lagona Bohemian, o loʻo puʻeina ai le masani faʻaleaganuʻu faʻataʻitaʻiga ma o mea vaʻaia o le oloa o se ata faʻaavanoa o le pisa lea e maua e le tagata faʻatau pe a uma ona inu le koko. Na faʻatautaia lelei lava le taunuʻuga o le nofoaga o loʻo fono ai le Global ma le Local, i le mea na latou fusia faʻafetaui ai le oloa. Ua faʻatau atu e Boho Ras agaga mama i fagu 200ml ma fagu koko i totonu o fagu 200ml ma 750 ml.

The Recognition

About the A' Design Award Ario

O le A' Design Award Ario na manumalo ai Boho Ras Afifiina Koko, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Boho Ras Afifiina Koko e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Boho Ras Afifiina Koko o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

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.