Development of a bottle shape and design for cognac TM GARMASH

Company name: Alef-Vinal

Company activity: production of alcoholic beverages

Product/service description: cognac

Target audience portrait:

Men/women – 70/30, income-average, average+.

Regular consumers of cognac in the price range of 100-150 hryvnias per bottle (purchase at least once every two weeks, consumption – at least 1-2 times a week).

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

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

Sales regions: Ukraine

List the nearest competitors: cognacs of Uzhgorod Cognac Factory

http://tysa.ua/ua/collection/pyat_z

http://tysa.ua/ua/collection/zakarpatskij

http://tysa.ua/ua/collection/tri_z

http://tysa.ua/ua/collection/beskidi

http://tysa.ua/ua/collection/neviczkij_zamok

Describe the main competitive advantages:

Transcarpathian cognac in modern design

Quality

Reliable

Natural

From high-quality environmentally friendly raw materials

Product description: cognac 0.5 l, range - 3*, 4*, 5*

Brand name on the product: GARMASH

Price segment: 100-150 UAH, in the near future several stages of increasing the minimum retail price are planned, which must be taken into account when developing the design – the design should be predominantly premium.

Duration of product presence in the market:

new brand

Is the packaging being created for the first time or do you have an existing option?

For the first time

List the formats of packaging on which the design concept will subsequently be applied:

bottle, box, advertising materials

Are there mandatory graphic and text elements to be used (photos, texts, images, drawings)?

No, but the necessary elements of the logo should be the symbol (image, face, sign) of the brand, unique font.

Advantages of our product: quality (softness, aroma), positioning.

Formulate the main task of the packaging design:

1. Develop the shape of the bottle.

2. Develop the design concept for the proposed bottle for three positions (3*, 4*, 5*) in the following configuration: label design, closure design (cap, cork, collar).

The shape of the cognac bottle should differ from the shape of the vodka bottle (“so that there are no associations with vodka, tinctures, liqueurs, balms, etc.”), but it should be tall and narrow like a bottle

http://tysa.ua/ua/collection/pyat_z

The shape of the bottle and its design have significant and essential importance in the perception of both the cognac brand as a whole and the price and quality of the product in particular.

Namely – the shape of the bottle and its design should convey:

Feeling of time (aging)

Feeling of experience (uniqueness, hard work, craftsmanship, care)

Feeling of traditions (continuity and consistency)

Feeling of history (no innovation)

Feeling of legend (magic and miraculousness of the drink)

The style in which the packaging should be executed:

Style – modern Ukrainian, fashionable, relevant, “without folk clichés”

Reference in direction - https://www.youtube.com/watch?v=vbqZqC7_qaw

Basic colors: beige, brown, black, gold, burgundy, in general, they can be called classic "cognac" colors, shades like bright purple, pink, lemon, etc. are excluded.

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

Category – Transcarpathian cognac (large)

Image of stars according to the marking (3, 4, 5)

Indication of the year, for example, 1738.

Additional elements may be used in the design – sealing wax, medallions, labels, etc., the application of which is possible on industrial equipment, manual labor is excluded.

Mandatory information:

Alcohol content: 40% vol.

Volume: 0.5 l

Cognac of Ukraine ordinary three/four/five stars

Criteria by which the completed work will be evaluated:

Compliance with the technical assignment.

Uniqueness of the presented solution (difference from existing cognac brands on the market).

Effect of novelty while fully complying with the “cognac” image formed in the consumer's mind and brand positioning.

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*, 4*, 5* in one file (jpg format) + layout of the label design. It is desirable to provide concepts according to the sample - the sample is attached to the contest conditions.

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