Boho Ras 包裝的雞尾酒 by Abhijeet Thakur is a highly esteemed winner of the very prestigious 2020 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2020

Boho Ras 包裝的雞尾酒

by Abhijeet Thakur

Client: Abhijeet Thakur

A' Design Award 銀獎 Winner in 包裝 Category

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Colors

The Design

About Boho Ras 包裝的雞尾酒

Boho Ras銷售使用當地最好的印度烈酒製成的包裝雞尾酒。該產品帶有波西米亞風格的氛圍，捕捉了非常規的藝術生活方式，並且產品的視覺效果是消費者喝完雞尾酒後嗡嗡聲的抽象寫照。它已經完美地實現了全球和本地相遇的中點，它們融合在一起形成了產品的Glocal氛圍。 Boho Ras出售200毫升瓶裝的純烈酒，以及200毫升和750毫升瓶裝的雞尾酒包裝。

The Recognition

About the A' Design Award 銀獎

Boho Ras 包裝的雞尾酒是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Boho Ras 包裝的雞尾酒將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Boho Ras 包裝的雞尾酒是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

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.