Boho Ras פּאַקידזשד קאַקטיילז by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 A' Design Award אין זילבער in פּאַקונג דיזײַן Competition Category.
זילבערפּאַקונג· 2020
Boho Ras פּאַקידזשד קאַקטיילז
Client: Abhijeet Thakur
A' Design Award אין זילבער Winner in פּאַקונג Category
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The Design
About Boho Ras פּאַקידזשד קאַקטיילז
Boho Ras פארקויפט פּאַקידזשד קאַקטיילז געמאכט מיט די פיינאַסט היגע ינדיאַן שטימונג. דער פּראָדוקט קאַריז אַ באָוכימיאַן ווייב, וואָס קאַפּטשערז די אַנקאַנווענשאַנאַל קינסט לייפסטייל און די וויזשאַוואַלז פון די פּראָדוקט זענען די אַבסטראַקט פּאָרטרייאַל פון די זשומען וואָס די קאַנסומער געץ נאָך טרינקט דעם קאָקטייל. עס איז בישליימעס געראטן צו דערגרייכן די מידפּוינט ווו גלאבאלע און לאקאלע טרעפן, ווו זיי קאָריק זיך צו פאָרעם גלאָקאַל ווייב פֿאַר די פּראָדוקט. Boho Ras סעלז ריין שטימונג אין 200 מל לאגלען און פּאַקידזשד קאַקטיילז אין 200 מל און 750 מל לאגלען.
The Recognition
About the A' Design Award אין זילבער
Boho Ras פּאַקידזשד קאַקטיילז איז אַ געווינער פֿון דעם A' Design Award אין זילבער, אַן אויסערגעוויינלעך פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו שיינע, דערהויבענע און איבערצײַגנדיקע שפּיץ-דיזײַנס. זילבער-געווינער זענען העכסט בריליאַנטע און זייער קרעאַטיווע ווערק וואָס ילוסטרירן די אויסגעצייכנטע מומחיות, טאַלאַנט און שאַרפֿזיניקייט פֿון זייערע דיזײַנערס. פֿון Boho Ras פּאַקידזשד קאַקטיילז ווערט דערוואַרט אַז עס איז אַ וווּנדערלעך, מוסטערהאַפֿט ווערק וואָס איז אויפֿפֿאַלנדיק פּראָפֿעסיאָנעל און טיף אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין זילבער איז אַ זייער אויפֿפֿאַלנדיקע, באַוווּנדערטע דערפֿינדונג וואָס ברענגט נוצן און שטופּט פֿאָרויס די גרענעצן פֿון קונסט, וויסנשאַפֿט, דיזײַן און טעכנאָלאָגיע. Boho Ras פּאַקידזשד קאַקטיילז איז אַ באַשאַפֿונג וואָס מען מקנא זײַן זי ברייט, וואָס וועקט תּאוות, ברענגט פּאָזיטיווע געפֿילן און וועקט חידוש און פֿאַרוווּנדערונג.
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.
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