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Company Name: TM "Kalganoff"
Company Activity: production of alcoholic beverages
Description of product/service categories: several types of alcoholic beverages
Distribution channels and sales geography: Western and Central Ukraine with the prospect of expanding to nationwide and for export in the next few months. Sales channels: traditional retail, local and national chains.
Target audience profile: age 30-65 (core), predominantly men, "middle" and "lower-middle" class
Existing or anticipated positioning: Vodka for those who appreciate lightness.
Closest competitors: TM "Khlibnyi Dar", TM "Olimp", TM Nemiroff, TM “Kozatska Rada”, TM “Lvivska”
Main competitive advantages of the company: premium quality in the mid-price category, long-standing presence in the market.
Product description for which label development is needed: bottles of vodka "Kalganoff" of 4 types (for label and back label for each type):
- "Classic",
- "Honey with cognac",
- "With pepper",
- "Kalhanivka"
What brand name will be placed on the product: "Kalganoff" (+ name of the type of vodka)
Product price segment: mid-price
Duration of product presence in the market: 10 months in the current design
Advantages of your product: affordable price, unique taste qualities, premium quality at an average price, presence in the western Ukrainian regional market since 2006.
What benefits does the buyer get from purchasing the product?
Premium quality at an average price.
Is the label being created for the first time or do you want to update the existing one? (attach an image of the current label):
Both completely innovative design solutions and redesign of the existing label and logo will be considered.
Examples of existing materials:
If the label is being developed for a specific packaging format, please specify the label dimensions:
without serious restrictions, orient towards the bottle format - "decanter".
What is the main task of the label design?
To influence the positive purchasing decision of the consumer by reflecting in the design the premium quality of the product that will be sold in the mid-price segment – “affordable premium”
In what style should the label be executed?
At the designer's discretion with an emphasis on premium quality
Basic colors:
At the designer's discretion.
Are there mandatory graphic and text elements to be used (photos, texts, licenses, images, drawings)?
No.
In what form would you like to receive the output material?
Label and back label in .png + corresponding project file (in the standard format of the program in which the materials were created)
In addition to the design, suggestions regarding the technology of label production (if there are reliefs, spraying, etc.) are welcome.
Please provide any additional information you consider important.
The product and brand are entering a new phase of development, gaining new life, a new target audience, transitioning from the lowest price segment to the middle and expanding the sales geography from the local market to nationwide and for export. The new label should become a flagship element that encourages purchase.
The winner of the competition will be invited to develop a comprehensive advertising campaign with a full product package.
