Today, vodka producers never tire of experimenting with bottle design, packaging, brand names, line of names, labels, and formulation. On the shelves of supermarkets and stores you can find vodka brands for every taste, “size and color”.Why do they do it? The answer is simple, playing with colors, shapes, labels and caps manufacturers are trying to find the optimal and most successful variant of design and corporate identity of their brand.
Corporate identity is an integral element of a brand. Corporate identity is a set of graphic, color, design and verbal elements created and approved for a brand/trade mark, thanks to which its unified visual and informational perception in the eyes of consumers is formed.The process of creating a corporate identity gives birth to the brand identity (elements of visual communication of the brand, united by a common idea).
Elements of vodka corporate identity and bottle design
- Logo.
- Advertising text, font, color scheme, use of patterns and textures and other means of visualization.
- Label and counter-label.
- Hood.
- Bottle shape and geometry.
- Brand Legend.
- Naming (brand name).
How is a corporate identity for vodka created?
When creating a corporate identity does not matter for what product, vodka or furniture, it is created – all the same,the first stage of creating a corporate identity, which is the most important and predetermining the result, is – the development of the idea, or concept, brand.
So what are the most popular ideas among domestic manufacturers? As a rule, these are:
1. eliteness of the product.
2. naturalness and naturalness of the product.
3. Connection of the product with national culture.
4. Building the idea on “male heroism” and other emotional states.
5. Connection of the vodka brand with such spheres of human life as politics or economics, ideas related to statehood, power, division of society into classes.
6.Linking the brand to the “water element”.
7. Positioning it on the values of society, such as friendship and family.
8. Linking the brand to a historical era or historical personality.
9. Unique drink recipe.
10. Linking the brand to a particular territory or city.
That is, ideas can be developed in many directions, and they are certainly not limited to this list. However, not every idea and not every brand will succeed in the market.
What brand ideas and concepts do well-known and profitable vodka brands choose?
Let’s start with what vodka according to the results of 2013, i.e. the year that has already happened, became the best according to the opinion of consumers of thelargest consumer market of vodka (research by the Independent Vodka Laboratory). The table below contains the following data: the current position of vodka in the rating (#), the name of vodka brand, the difference between positive and negative votes (+/-), the number of positive (+), the number of negative (-) votes. Vodka’s position was determined by the difference between the number of positive and negative votes.
Vodka “Five Lakes” – attachment to a certain territory
Five Lakes vodka, which is among the top three in terms of sales volume in Russia, has chosen to position itself as a “true Siberian vodka”.
The expressive design, unique shape and relief of the bottle emphasizes and logically continues the positioning concept of Five Lakes vodka. The figurative inscription on the back of the bottle –“VODKA FROM SIBERIA” emphasizes the origin of the vodka and creates a special visual effect, it looks as if it shines through the surface of water.Thecolor scheme used in the design of the bottle is selected in such a way as to reflect the main values of the brand: natural natural components in the composition of vodka and specially selected alcohol, perfect purification and premium brand. The bottle itself has a “lake wave” color, for the cap and label a rich dark blue “water element” color was used.
The label design is quite simple and not overloaded with unnecessary elements, a simple and easy to read font is chosen. The label displays a minimal amount of information and a schematic image of a water surface (“lake wave”).
Vodka “Firewood” – ecological vodka – natural and natural
Vodka “Firewood” – vodka, created within the framework of the modern international trend of environmental friendliness.The developed elements of the brand’s visual communication perfectly match the image of a natural and environmentally friendly product. The design of glass molding (geometry and shape of the bottle in the form of a log with a beveled shoulder), logo, font and illustrations organically and clearly convey the brand positioning.
A brief guide to the use of the brand identity of Drovka vodka:
Bulbash vodka – connection with national culture
Bulbash vodka – traditions of the Belarusian land. A vodka brand that conveys the atmosphere of a panoramic manor, a rich peasant farmstead. Bulbash is a simple and good-natured man of the people.
Simplicity of execution and Belarusian national motifs are two distinctive features of Bulbash vodka design. Design trends of modern alcoholic beverages are harmoniously combined with the national coloring.
Vodka is made on the basis of natural products of nature, that is why it was decided to have a transparent label, allowing the consumer to see unique sketches that create amazing and attractive effects of depth and volume of the drink. The used reflective properties of metal on the label emphasize the national features of the drink. The bottle shape, color scheme, font, illustrative elements – everything is imbued with the traditions of Belarus.
Absolut vodka – elite vodka
Absolut vodka is a cult brand, a benchmark of creativity and great taste. A unique and revolutionary brand was born through the efforts of advertising specialist Gunnar Broman, who actually immortalized the Swedish pharmacy bottle. The decision to make the label transparent was based on the desire “not to hide an absolutely pure product”. The design of Absolut vodka is a masterpiece of simplicity that remains unchanged.
Quality design of vodka packaging and carefully thought-out corporate style of the brand bring it to the leaders of consumer preference, in addition, make the brand of vodka recognizable. Corporate identity is also a powerful advertising.
How important it is to have your own corporate identity and unique package design, and how the leaders of the vodka market use identifying elements, we have tried to consider in this article. If you have any questions on the subject of design and branding, or need help, please contact us! +38-(057)-760-26-05, +38-(057)-760-26-06.
