TM "BELOGOR"
"Genuinely Belgorod product"
Background
Lux Distillery is a manufacturer of high quality vodka products, recognized as one of the best not only in the Belgorod region, but also far beyond its borders. The “Lux” distillery is famous first of all for the quality of vodka produced – only “Lux” class alcohol, recipe with natural additives, infusions from vegetable raw materials. Today “Lux” distillery produces more than 19 types of vodka. One of them is Belogor vodka, presented on the market of Belgorod and Belgorod region since 1998. Recently, the high-quality product has begun to lose its position due to outdated packaging design and unremarkability among the huge variety of the modern vodka market.
Task
The main task of the project was a complete renewal of the vodka brand – a comprehensive rebranding. Developing a unique bottle design, redesigning the label, cap and logo. At the same time it was necessary to turn the vodka “Belogor” familiar to Belgorod consumers into an attractive novelty, a charismatic symbol of Belgorod.
Decision
Competitor Analysis. Unique bottle geometry
The project started with marketing research of competitive brands, which resulted in the development of a unique shape, geometry of the bottle.
3D-modelers and designers presented several variants of unique bottle geometry to the customer, and since Belogor vodka was previously produced in a round bottle, one of the variants of the new bottle shape was an improvement, redesign of the existing bottle. As a result, the bottle became square and more comfortable, but most importantly it retained its recognizability. Next, several label and cap designs were developed.
Variants of unique geometry of Belogor vodka bottle
Label design and positioning
Eco-friendly concept
One of the options for positioning Belogor vodka was proposed to patriotize the residents of Belgorod and Belogorod region – the concept “Ecological”. After all, when choosing a product, we are more likely to choose one that is made in the hometown or locale that we know so well.
The UTP (unique selling proposition) was chosen as an investment in their hometown. Large identifying elements were used in this concept: the Belogor logo written in a unique font with underlining, recognizable and charismatic ornamentation on the utp badge.
The label is in white with gold and red as the main colors. This color combination is associated with cleanliness, trust and security.
Eco-friendly concept
The Sword Concept
The second concept is “The Sword.” The design of this concept is figuratively reminiscent of a sword or helmet. The goal of this concept is to appeal to consumers’ desire to experience excitement and risk-taking.
The positioning of vodka is for adventurers, bold daring people with an easy attitude to life.
Verbal message of the second concept: the name of vodka “Belogor”, the inscription on the cap “imbued with courage and excitement, fills life with the taste of thrills”, the inscription on the cap from above “your story”.
The Belogor vodka line changes only the color (blue, silver, purple), which leaves the design recognizable, and will emphasize it on the shelf among competitors.
The Sword Concept
The concept of "Patriotism"
Result
The new unique design of Belogor vodka turned out to be very bright, charismatic and recognizable, which did not go unnoticed by the target audience. The Belogor vodka brand got a “new life” and a big surge in demand. And most importantly, the new design allowed to achieve recognition of the trademark as a “symbol” of the Belgorod region, many specialized Russian publications noted “Belogor” as a “truly Belgorod product”.
The winning concept
Summary
A brand with charisma and unique design is always recognizable and popular. Such a brand is designed to wear a “crown on its head” and attract attention. KOLORO branding agency knows exactly how to create an original brand with “royal ambitions”.
