RUSALKA
"...BYPASSING THE WATERY ABYSSES, IN THE ARMS OF LONG-HAIRED FAIRIES, YOU WILL TURN OUT TO BE THE LORD OF ALL OCEANS AND SEAS..."
Background
Rusalka vodka is a new brand from LLC Samara Rodnik Combine, the largest producer of spirits in the Samara region. Unique infrastructure, technological base, the latest equipment from the world’s leading manufacturers allows SK Rodnik to produce high quality and promising products.
A new brand from SC Rodnik, Rusalka vodka is a heritage of centuries-old Samara traditions of alcohol production.
The products were always produced in state-approved packaging and remained inconspicuous to the target audience. However, the rapidly growing level of competition led the KHS management to the decision to create a trademark and rebrand the products for export to countries such as Armenia, Kazakhstan, Georgia, Latvia, Germany, Mexico and the USA. In addition, it creates local vodka brands for Samara and the Samara region. One of the new vodka brands from SK Rodnik LLC is vodka “World Tradition”.
Objectives
- Creating a new vodka brand from scratch
- Development of unique bottle geometry
- Product Name Lines
- Label and packaging design for a new brand
- Formation of positioning concept and unique brand selling proposition
Decision
Analysis of the Russian vodka market
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The work on the development of the new brand started with marketing research of the Russian vodka market, analyzing the preferences of the target audience (men aged 35-55), as well as studying the vodka brands already represented in the mid-price segment.
The study revealed that the majority of vodka brands in Russia use images and identification elements in brand design that are directly related to the vodka name.
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 also arouses considerable interest in the consumer once again emphasizing the positioning of the product as an environmentally friendly product.
Designing the geometry of the bottle. Vodka label design
When developing the label design and bottle shape, it was important to take into account not only the results of market research, but also the customer’s wishes:
- Retain the name of the vodka brand – “Rusalka”, spelling the name in English letters;
- The name of the vodka should be large and easy to read from a long distance;
- The brand name lineup shall consist of three items;
In the composition of the label there should be a special place for indication of the name of vodka from the line of names – not less than 1/5 of the total space of the label;
Each design concept should contain a unique design element that would allow the consumer to easily recognize the brand among competitors.
Specialists of our company developed five unique and completely different design concepts for the new brand images and identification 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 also arouses considerable interest in the consumer once again emphasizing the positioning of the product as an environmentally friendly product.
Concept 1 - Lighthouse
The Lighthouse Concept
The main communication message of the concept is conveyed in the line of names:
- “Quiet Harbor.”
- “Light Breeze.”
- “A cozy home.”
Such names evoke the following associative series in the consumer:
- soulfulness
- family coziness
- serenity
- family
- close people
Keywords
The following were used as the key words of the concept:
- lighthouse
- gold
- maritime
- bay
- constancy
- beam
- lights
- salvation
- benchmark
- thoroughness
- meeting
Communication through a ruler
- soulfulness
- family coziness
- serenity
- family
- close people
Packaging elements
The logo is a tall and unique typeface. The last letter duplicates the shadow effect on the lighthouse.
The translation of the name Mermaid is on the glass of the bottle. At the base is a rocky silhouette.
The bottle can be finalized. The goal is for it to resemble a lighthouse (tower).
Lighthouse Concept Technology
The highlight of the concept is the texture and tactile properties.
Each section is made with a different technology, you can admire and feel to the touch for a long time.
Communication of the concept Lighthouse
The lack of a mermaid image and the picturesque scenery make the consumer think and povovobrazovaniya.
The message is not direct and can be perceived differently by everyone, but within the corridor we have set.
Such play enhances perception and memorization. The consumer can imagine: The lighthouse is a positive object in itself.
Verbal message
RUSALKA – Only we need her, like light to the cold, like dry water!
Concept 2 - Wave
The Wave Concept
A unique abstract object combining the features of a sea shell with a pearl and a scuba diver’s mask has been chosen as the logo in this concept.
The bottle is in a bluish color, with a hint of green.
The bottom of the bottle is stamped with a starfish.
The concept is interesting because the bottle is not transparent, but has a slight green tint, which is uncharacteristic for vodka brands. This clearly sets the new brand apart from the competition.
The main communication message of the concept:
- to make the consumer feel part of the raging freshness of the marine environment
- to experience the purity and lightness of the new brand’s flavor.
Concept Keywords:
- wave
- lyric
- freshness
- ease
- purity
- ridge
- surf
- force of nature
- element
- seabed
- seagulls
- pearl
The three-item product line further emphasizes the verbal message:
- “Quiet.”
- “Soft.”
- “Fresh.”
Keywords
- wave
- lyric
- ease
- purity
- ridge
- surf
- force of nature
- element
- seabed
- seagulls
- pearl
Product line
Verbal message
Design Elements
A logo is a unique abstract object.
Bottle
The bottle is planned to be bluish in color, or with a tinge of green (like Borjomi).
The waves go all the way around the bottle, and the wavy bottom of the label emphasizes the design of the bottle.
A starfish will be stamped into the bottom.
Communication of the concept Lighthouse
The concept is interesting because the bottle is not transparent, but a slightly green hue. This is uncharacteristic of vodka brands, which will definitely make the new brand stand out on the shelf among competitors.
Verbal message
RUSALKA – the sound of the surf in every drop!
Concept 3 - Pisces
The concept of "Pisces"
The third concept that was chosen by the customer was the “Pisces” concept.
The main verbal message of the concept is to reveal the theme of environmental friendliness and naturalness: “The product is environmentally friendly”.
The lineup of names also speaks to the transparency and purity of the water at the base of the vodka:
- “Crystal.”
- “Silver.”
- “Azure.”
The following keywords were chosen to create a charismatic background for the label:
- fishes
- flock
- groupthink
- impetuosity
- current
- depth
- reflections on the water
- severity
As well as identity elements such as:
– Scales;
– Waves;
– Whirlpool.
The main element of the label design is the school of fish, conveying a sense of cohesion, unity, and purposefulness. Emphasize the beauty and richness of the seabed – the golden shimmer of the scales of the fish pack. “Quiet,” “Soft,” “Fresh.”
Keywords
Clean, eco-friendly, natural, fish, flock, speed, depth.
Product line
speaks to the clarity and purity of the water, the base of the vodka.
Verbal message
emphasizes the theme of naturalness and sustainability.
Design Elements
There are convex elements on all sides of the bottle, which is very popular right now.
The belt wraps around the entire perimeter of the bottle. Consists of two overlapping labels.
The object of identification is the charismatic background: Scales Waves Whirlpool
Communication of the concept of Pisces
Fish, when gathered in a school, become a unified and more intelligent creature. They stick together and thus increase their chances of survival.
Besides cohesion and purposeful movement, people also label the concept with similarities to successful fishing and a good catch. Everyone enjoys coming home with a bountiful catch.
So, the brand stands out on the shelf among competitors. On secondary contact – tactile contact – the product packaging will evoke pleasant emotions.
RUSALKA - Together we are stronger!
Result
However, the undoubted leader among the concepts was the one chosen by the customer – the concept emphasizing the environmental friendliness and cleanliness of KHS products.
Summary
The high level of competition in the market of vodka brands forces producers to put a lot of effort in developing the bottle shape, label design, brand positioning concept and UTP. Without having experience with the alcoholic beverages market, it is almost impossible to create a profitable brand, which is why most manufacturers entrust this work only to professionals.
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