COUNTRY MOONSHINE
"A natural rustic product, a benchmark of quality and distinctive flavor"
Background
“Derevensky moonshine” is a traditional Russian drink made by hand in a copper distilling cube. TM “Derevensky moonshine” is a federal trademark represented throughout the Russian Federation.
It is a joint product of two companies “Russian Spirits International” and “Russian Original Drinks”. Russian Spirits International directly produces spirits for the EU, which are subsequently bottled in Lithuania.
They are then exported to Russia. The company “Russian Original Drinks” controls the quality of products at every stage of production. Recently, the company decided to redesign the existing bottle and label design of “Village moonshine” for which a competition was held among design companies and branding agencies.
Task
The task of our company for this project was to develop a unique geometry of the bottle and a new design of the label of TM “Village Samogon”, to create memorable brand identification elements and other communications with the consumer.
Decision
Since Derevensky moonshine is a premium product, in order to distinguish it from other competitive brands, it was important to develop a new unique bottle shape that would reflect both the modernity of the product and its rich flavor, and in addition, would be memorable. The new label design had to maintain the positioning and UTP of the brand – a natural rustic product, a benchmark of quality and distinctive taste.
Development of unique bottle geometry and label design
Designers and 3D-modelers of our company took into account all the above requirements and reflected their unique ideas in three concepts presented to the customer.
The Kolos concept
The following associative series was used for this concept: grain, harvest, house outside the city, farm, luxury, nationality, premium simplicity. The round bottle shape is the most demanded shape in Russia. The surface is printed with three-dimensional patterns just where the hand picks up; this increases the perception and memorability of the product through tactile properties. The shape is similar to the traditional, old moonshine storage bottle used in Russia for centuries. The thick bottom indicates the exclusivity of the product.
The highlight of the concept is the texture and tactile properties. The texture of the noble wood is transmitted through the stencil applied. The label material is similar to natural materials in structure and color.
The rich pattern – stylized spikelets, which serves not only for beauty, but also for comfort and reliability of the bottle in the hand – attracts the buyer’s attention with the game of shimmer and shine.
The Kolos concept
Manufaktura Concept
This concept utilized the barrel shape of the bottle characteristic of expensive drinks such as whiskey or brandy. Such a bottle is comfortable in the hand and is relevant for moonshine of “premium” class. The communicative message of the concept can be expressed in the following key words: power, tractor driver, harvest, authenticity, author’s work, Fedor Koloskov, collective farm, nostalgia, watercolor.
Inscriptions emphasizing the overall positioning of the brand were chosen as identification elements:
- “2012 vintage” – like on expensive wines;
- “people’s manufactory.”
- “made by hand in a copper distilling cube.”
- “a careful approach to tradition.”
And also a signature character – tractor driver Fedor Koloskov. A strong character you can trust and who knows a thing or two about Hillbilly Moonshine. Vodka from a talented master of production. Multi-stage selection of ingredients, exclusive blending and careful approach to the production process are three unique features of the brand. Only rich people can afford to “be themselves”.
The Kolos concept
The Goose Concept
The appeal of this concept’s design is enhanced by the unique goose-shaped shape of the bottle.
Such a bottle is not just unique, but carries a strong emotional message. The concept of rustic moonshine “Geese” attracts attention also by the technique of design execution – bottle decoration. The geese can accelerate and take off around the bottle, which will make the consumer pick it up and twirl the product, which is a strong incentive to make a purchase. In addition, the birds flying upward are indicative of and carry a communication to consumers: movement, upward striving, growth. The concept was built on the following keywords: lightness, flight, flock, migratory, friendship, pond, sky, village, feather, softness, sprawl.
Product line
white and gray, relevant for geese as well as moonshine. Many interviewed consumers noted that such a bottle looks very expensive and even as a souvenir. It is very likely that such a bottle will be bought not only for yourself, but also as a gift.
The Goose Concept
Geometry of the bottle for the Goose concept
Result
At the end of the competition to develop the bottle geometry and new label design, despite many worthwhile ideas, the company “Russian Original Drinks” did not decide to radically change the brand image and decided to keep the former design of “Derevenskoye moonshine”.
The old design of Village Moonshine.
Among our branding agency’s options, the client emphasized and approved the “Geese” concept.
Summary
Premium brands need to “fit in” in order to maintain and strengthen their position. Therefore, it is very important to have “rich”, “regal” packaging and a unique positioning concept.
