Development of a label for cognac

Labels for the series of Kazakh brandies under TM "ALATAU". 

Names: 

- Akorda (3 years old)  

- Qazaq brandy (5 years old) 

- Kazakhstan (5 years old)

TM "ALATAU" is engaged in the production of brandies, tinctures, and other alcoholic products.

Distribution channels and sales geography: Kazakhstan

Target audience portrait: Men/women – 70/30, income-average, average+.

Regular consumers of brandy in the price range of 5-10 dollars per bottle (purchase at least once every two weeks, consumption – at least 1-2 times a week).

BRANDY is perceived as an “elite, exclusive, status, noble, aristocratic, chosen” alcoholic beverage compared to all other consumed ones.

For all respondents, the consumption of brandy significantly distinguishes them from other consumers of alcoholic beverages (even in company), serving as a kind of identifier of their personality, uniqueness, distinctiveness, exclusivity.

Existing or proposed positioning: Premium segment among local producers

Closest competitors: http://bacchus.kz/catalog/konaki

Main competitive advantages of the company: Quality brandy made from its own grapes

Brand name on the packaging: TM "ALATAU"

Product price segment:

• 3-year-old-3.5 dollars,
• 5-year-old- 5 dollars
• 5-year-old -5 dollars

Duration of product presence in the market: TM "ALATAU" entered the market in 2019

Advantages of the promoted product:

• Style
• Reliability
• Naturalness
• From quality environmentally friendly raw materials

What benefits does the buyer get from purchasing the product? Quality brandy at a great price. Support for the national producer.

Is the label being created for the first time or is there an existing version? The label is being created for a branded bottle. For which a design of another series of brandies has already been developed.

Formulate the main task of the label design: There should be one label for all 3 brandies. Differentiated by name, possibly slightly different details in color and design of individual elements.

The design has significant and essential importance in the perception of both the brand of brandy as a whole and the price and quality of the product in particular.

 The design should convey:

• Feeling of time (aging)
• Feeling of experience (uniqueness, hard work, handcrafted, care)
• Feeling of traditions (continuity and consistency)
• Feeling of history (no innovation)
• Feeling of legend (magic and miraculousness of the drink)

Style in which the label should be executed: Style – modern with hints of Kazakh authenticity (but very restrained), fashionable, relevant but capable of existing for many years. A restrained stylish design.

Basic colors: Beige, brown, black, gold, burgundy - classic colors for a brandy label.

What information must be indicated on the front of the packaging?

Name

Image of stars or indication of aging (For example: 3-year-old, 5-year-old, 5-year-old) 

Company logo or name TM "ALATAU"

Mandatory information:

Strength: 40% vol.

Volume: 0.5 l

Are there mandatory graphic and textual elements to be used (photos, texts, licenses, images, drawings)? Specify the placement on the packaging)? Logo "Alatau"

In what format do you want to receive the source material?

Contest participants must present a visualization of the proposed design on the bottle for three positions 3*, 5*, 5* in one file (jpg format) + a layout of the label. It is preferable to provide concepts based on the sample - the sample is attached to the contest conditions. 

The winner of the contest must transfer all developed designs in eps format.

Provide any additional information you consider important.

Attached files with existing products. And an empty bottle for the new design.