Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda by Mark Rowe and John Eresman

Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda by Mark Rowe and John Eresman is a highly esteemed winner of the very prestigious 2022 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2022

Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda

by Mark Rowe and John Eresman

Client: Gradient Beverages Corp.

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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The Design

About Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda

Mongolo wa Buka: Gradient ke moralo wa sepakete bakeng sa pakete e kopaneng ea lino tsa vodka soda. Sepakete sena se tšoere li-can tse tšeletseng tse boreleli tsa 355 millilitre tse nang le matla a joala a fokotsehang butle ka mokhoa oa liperesente tse 8, 7, 6, 4, 3 le 2 ka bongata. Li-can tsena li beiloe ka mola o le mong ka har'a lebokose, 'me setšoantšo sa dot matrix se fifala ho tloha lefifing ho ea leseling ho pholletsa le mola oo. Lekhalo le sekametseng le buloang lebokoseng ho tloha ka lehlakoreng le nang le matla a maholo ho ea ho le nang le matla a manyane, e le hore li-can li nkuoe ka tatellano eo. Moralo ona o khothaletsa boitshwaro bo nang le tekano bosiu bohle. Ho fanoa ka mekhoa e meraro ea tatso: raspberry lemon, cucumber mint le lime.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Gradient Vodka Soda Mosebetsi wa Mantlha: Sepakete sa Vodka Soda e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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