DUBROVKA VODKA
"Humor is the best way to engage the consumer."
Background
The history of the Dubrovka brand is directly connected with the Toral Group, founded in 1998.
“Toral Group” is a well-known importer of spirits and foreign wines, the company is a distributor of alcoholic beverages from Scotland, Spain, France, Argentina, Germany and other countries.
A few years ago, Toral Group introduced a number of its own vodka brands to the domestic market, such as Nord Standard, Wheat Dar and Dubrovka.
Novelties have become very promising trademarks due to modern production technologies, professionalism and technical arsenal of the manufacturing company.
Task
The management of “Toral-Group” decided to create a new brand and even made attempts to develop the design of vodka, in addition, the name of the new product – “Dubrovka” was determined. Branding from scratch was necessary – to create a colorful folk brand, emphasizing the eco-friendliness of the product. Develop packaging design and positioning concept, create a line of names and get a successful sought-after brand.
Decision
Target Audience Research. Competitor analysis
Work on the project began with market research and studying the preferences of modern consumers in the alcoholic beverages market. The results of research have shown that domestic consumers are loyal to vodka brands with national and colorful motifs close to our people. In addition, our consumer is looking for a natural, natural product.
Packaging design and positioning
In the process, several packaging design concepts and brand positioning options were proposed.
The design concept using the image of a perennial mighty oak tree, wise and eternal, so traditional for our people and a nostalgic concept based on the motifs of Soviet movies received a great response from the audience.
Concept #1 - "Nostalgic."
Concept keywords: nostalgia, movie classics, cab to dubrovka, flirtation, vacation, stilyagi.
According to the survey, “nostalgic” packaging brings consumers associations with the movie “Diamond Hand” of the 60s and with the style of the subculture “stylagi” of the late 50s. The nostalgic theme is complemented by the shape of the bottle, which corresponds to the Soviet era.
Identifying elements:
- The main identifying element of the yellow-greenish background is a unique color that makes the product stand out on the shelf. A similar color combination is not used by any of the competitors. Vodka dubrovka will stand out on the shelf among competitors.
- A Volga car, a cab driver and a beautiful girl. The stylistics and subject matter of the image take us back in time. There are also associations with the movie “The Diamond Hand”.
- Writing the name on a colored change strip. Helps the consumer clearly identify each of the line items in the display case.
Lineup of titles:
The names of the line are words that are in keeping with the spirit of the Soviet era and also refer to the geography where the product will be distributed.
- Scullery
- Secular
- Commission
Concept Nostalgic
Concept #2 - "Tree."
The concept is based on the following associative series: nature, ecology, oak, natural.
A product aimed at soft, sensitive men who appreciate closeness to nature. For them, the most valuable are such product qualities as ecological purity, naturalness of the product, as well as the traditionality of the manufacturing recipe.
Green oak acts as the centerpiece on the label. This element in the consciousness of the Russian man is associated with eternity, wisdom, tradition, stability, power, longevity and male strength.
Identifying elements:
- Unique oak wood grain pattern.
- Unique spelling of the name using the original font.
- The textured base of the label is an unusual background, a platform for polygraphic “contrivances”.
Lineup of titles:
The presented lineup of titles fully reflects the mood created by the label – timelessness, naturalness, traditionality, wisdom.
- Soft;
- Golden;
- Classic.
Tree Concept
Concept #3 - "Boar and Acorns."
However, based on the results of focus group testing, the Boar and Acorns concept was the undisputed leader.
The following keywords were chosen to create this rich, colorful, optimistic and expensive concept: oak, acorn, boar, forest, nature. By going through such a chain of associations, the consumer, through the need to think about what they see, increases the degree of perception of textual information and the name, and thus, memorability. The concept is based on the following associative series: nature, ecology, oak, natural.
When developing the visual identity of the new brand, it was necessary to emphasize its identity and the natural purity of the product. Today’s consumers make serious demands on the naturalness and environmental friendliness of alcoholic beverages. That’s why the mood of naturalness that acorns create is complemented by the green oak leaf.
The “funny pig” image used in the design gives the concept a humorous touch. Humor is the best way to engage the consumer. After all, information about the brand, made with humor, is better transmitted through the “word of mouth” of people’s preferences.
Additional communication with the consumer is created by a tag on the neck of the bottle – a flavored “souvenir” that attracts the attention of consumers and provokes repeat purchase. The textured ripple on the label background is unique and memorable, designed also for further use in advertising and post-materials. When developing the design concept, a ready-made bottle from free sale with a cap-type closure was taken as a basis.
"Boar and Acorns" concept.
POS-materials for Dubrovka vodka
UTP (unique selling proposition)
The positioning concept and UTP were built on the idea of using acorn flour as a natural flavor bonifier, or the possibility of using acorns as the main raw material for vodka instead of cereals. Acorns themselves have a huge number of useful properties, thus, UTP on the concept of “Boar and Acorn” has really tangible technological prospects for the development of profitable technology for mass production.
Summary
The new vodka brand Dubrovka is already on free sale. Despite the “youth” of the trademark, it has managed to win the recognition of consumers and an honorable place in the Russian market of alcoholic beverages. The novelty and distinctiveness of the brand has attracted a large number of loyal consumers. Experts note TM Dubrovka as a “technologically revolutionary” and promising brand.
Concept - Winner
Labels for Dubrovka vodka
A bottle of Dubrovka vodka.
Summary
A humorous touch, both in package design and in the concept of brand positioning in general, is not a new, but almost always a successful option. To create a distinctive and colorful brand you will be gladly helped by KOLORO specialists.
