RUSSIAN ELEMENT
"A traditional, skillfully crafted and clean product with no frills"
Background
One of the best producers of quality vodka products in the Belgorod region is the Lux distillery. This title the plant received first of all due to the high quality of products made only from “Lux” class alcohol and vegetable raw materials. Not so long ago “Lux” distillery decided to replenish its product portfolio and release a new brand – vodka “Russian Element”.
Task
Our contribution to the emergence and development of the new brand was the complete creation of the brand, from inception to success. That is, from the concept of product positioning on the market – to the development and printing of corporate identity elements such as the original patterned cap, label and product-related advertising POS-materials.
Decision
Analysis of the market situation. Creating a consumer portrait
Before starting the vodka design project, a marketing research was conducted to study the preferences of Belgorod consumers. According to the results of the research it turned out that for the domestic consumer there is nothing more pleasant for the soul and more native than “true Russian vodka”. Vodka is a Russian drink, and it should remain so in everything, including positioning and design. In addition, the name of the trademark once again emphasizes this concept.
Stages of brand development. Price segment - Economy
Since the new vodka brand was planned to be launched for consumers in the Economy segment, the creation of the trademark and its design was carried out with minimal costs:
- The bottle was selected from the glassworks’ free range. Consequently, we did not need a custom mold kit, and this resulted in significant savings.
- The universal cap on the entire line of names has also reduced the cost of vodka, and therefore the amount of vodka left in stock!
- The design of the bottle label was made using elements of Old Russian ornamental knitting, which undoubtedly adorns any Russian product.
Design of the new Russian Element vodka brand
Design of the new Russian Element vodka brand
The unique printing technology, realized with minimal costs, allowed to create a textured and emotionally filled label, forming a positive image of the brand in the imagination of the target audience.
Corporate identity
POS-materials, the production of which was also entrusted to us, successfully completed the creation of the brand. Recall that the abbreviation “POS” defines advertising printing for placement at point of sales – direct points of sales (wobblers, stoppers, price tags, shelftalkers, etc.).
POS-materials for TM "Russian Element"
Result
The end result is a traditional, skillfully crafted, clean and beautiful product with no frills. Thus, the Old Russian ornamentation incorporated into the design of the bottle label and cap, as well as the emotionally directed label printing technology – became a winning mix for the success of the vodka in the economy segment.
Having appeared on the alcohol market, the new brand – “Russian Element” – overtook all local brands in the economy segment by the number of sales in the first months. And the “Russian” motifs used in the design received a considerable positive response from the target audience.
Russian Element vodka
Summary
The use of “Russian” motifs in the concept of vodka brand positioning is always accepted by the market, despite the huge number of existing interpretations. A brand loved by the people is like a “royal” brand with a “crown” on its head.
