FROZEN SPRING
"A CHILLING FLAVOR FROM THE HEART OF THE EARTH."
Background
The Ice Spring trademark owes its appearance to the enterprise OOO SK Rodnik, one of the largest producers of alcoholic beverages of European quality, located in Samara.
OOO SK Rodnik produces alcoholic beverages not only for most regions of Russia, but also for export to such countries as Armenia, Georgia, Germany, Latvia, Kazakhstan, Israel, Mexico, USA.
Not so long ago the management of the company decided to develop a local Samara vodka brand.
Thanks to advanced technologies, high quality raw materials, modern equipment and an automated system of control over the production process, SK Rodnik LLC could very likely count on success. It is a joint product of two companies “Russian Spirits International” and “Russian Original Drinks”.
Task
The client’s tight deadlines and limited budget created “extreme” conditions for the development of label and cap design for the new vodka brand, logo, creating a positioning concept and searching for an idea for a UTP (unique selling proposition).
And it was necessary to create a “special” and distinctive brand, emphasizing the ecological purity of the product.
Decision
Label Design.
Bottle capping
Work on the project began with creating a label design and developing options for bottle closure. For this brand, the bottle was selected from a free sale: a standard round shape.
This form is the most popular in Russia. Several design options were developed by the designers, but based on the budget, one label and cap design with two possible logo options was sent to the client for presentation.
The name and UTP of the trademark – natural rustic product, a benchmark of quality and original taste.
Brands images and identifying elements that are directly related to the name of the vodka. For example: vodka “Dobryi Medved” – image of a brown bear, vodka “Perepelka” – image of a quail bird, TM “Snow Leopard” – illustrations of a snow leopard, etc.
In addition, the study showed that 90% of vodka brands in Russia use a cylindrical shape. The geometry of the corkscrew is also of considerable interest to the consumer. once again emphasizing the positioning of the product as an environmentally friendly product.
Logo Development - Concept Crystal
The concept is based on the naturalness and eco-friendliness of the brand. The theme of naturalness is very relevant, because the Samara region, where the realization of the product was planned, is a unique combination of natural riches. “Ice Spring” is an economy segment vodka. The theme of environmental friendliness will be relevant for many years to come, and the design of vodka with this theme should provide the product with leading positions in the economy segment.
The theme of naturalness is revealed by the stereotypical depiction of wildlife. The picture is stylized with an additional communication, the theme of crystallinity, which sets our product apart from similar ones. In addition, the study showed that 90% of vodka brands in Russia use a cylindrical shape. The geometry of the corkscrew is also of considerable interest to the consumer. Once again emphasizing the positioning of the product as an environmentally friendly product.
Identifying elements
Main brand attributes and identifying elements:
– Sky – the upper part of the image (bluish crystal) is a double-sided counter-label (sandwich) that shines through the bottle;
– Main image of the front label (mountains, forest, water), made by tactile (stenciled volumetric) varnish, which creates additional tactile sensations.
The front label was printed on diffraction (holographic) foil.
For example: vodka “Dobryi Medved” – image of a brown bear, vodka “Perepelka” – image of a quail bird, TM “Snezhny Bars” – illustrations of a snow leopard, etc.
In addition, the study showed that 90% of vodka brands in Russia use a cylindrical shape. The geometry of the corkscrew is also of considerable interest to the consumer. Once again emphasizing the positioning of the product as an environmentally friendly product
Product line
Then the following line of TM “Ice Spring” vodka names was developed: breath of mountains – gray backing; freshness of rivers – blue backing; purity of dew – green backing. Poetic names further reinforce the brand’s communication message and serve as the finishing touch to the brand image.
Result
The “Ice Spring” trademark is already freely available on the Russian market. The vodka novelty received considerable demand among consumers in the economy segment of Samara region, positive feedback from experts and took a strong position among competitive brands.
Pure “ice” product is mentally close to our consumer, so the success of the brand was predicted in advance.
Packaging design for the vodka brand “Ice Spring” decided to radically change the image of the brand and decided to keep the former design of “Derevensky moonshine”.
Summary
Competent positioning concept and beautiful packaging emphasizing the product’s UTP allow to win even the most fastidious consumers. Because the product touches the core values and preferences of the target audience. KOLORO branding agency will help you to create not just original packaging, but a real “royal” brand with all the “attributes of power”, not forgetting to emphasize the “soulfulness” of the product, which the consumer loves so much.
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