Boho Ras Packaged Cocktails by Abhijeet Thakur

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DESIGN DETAILS
DESIGN NAME:
Boho Ras

PRIMARY FUNCTION:
Packaged Cocktails

INSPIRATION:
Many brands sell ready to drink cocktails but no one has ever tried to sell pre-packed cocktails made with local Indian spirits. Indian spirits have a very unique story and taste to it. And the alcohol content in them is high so they can also give you a nice buzz. Abhijeet wanted to design a brand which did so and by giving it a fusion feel mixing Global and Local creating "Glocal" vibe around the brand. The brand has a Bohemian look and feel to it as the target audience is looking for a multi-sensorial experience.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Boho Ras is a brand which makes the finest pure distilled local spirits and also sells packaged cocktails made from these spirits. Local spirits are available in 200ml bottles and cocktails are available in 200ml and 750ml bottles

OPERATION / FLOW / INTERACTION:
The overall packaging of the product attracts the customer as no one has ever tried a cocktail made from Indian spirit so they will be interested. The product use is as simple as open the bottle pour in a glass or consume from the bottle.

PROJECT DURATION AND LOCATION:
The project started on 14 august 2019 and ended on 22 September 2019. this project was done at MIT Institute of Design, Pune, India.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The product will be available in select stores and outlets of the brand itself as the cocktails are made by hand and in batches overseen by professional mixologists. The "Pure spirits" and "Cocktails"; both are available in 200ml small glass bottles. Only "Cocktails"; are available in big 750ml bottles.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The "Pure spirits" and "Cocktails"; small bottle (200ml) will be approximately 250mm in height and the labels will be 145mm in height. The "Cocktails"; big bottle (750ml) will be 350mm in height and the lables will be 240 mm in height. The "Cocktails"; lables will have a semicircular curve at the top to resemble few local spirits lables available in India.

TAGS:
Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,

RESEARCH ABSTRACT:
Type of Research-Study of existing brands, their offerings and USP's Research Objective-To understand the market scenario, needs of customers and what are the fields where we can provide a better product. Methodology-One on one interview, surveys and questionnaires. Data Collection and Research Tools-Online forms, Group and solo interviews, S.W.O.T analysis and competitor study. Insights-The target audience wants something that binds both ends of alcohol consumption which are premium cocktails and locally produced spirits. Effect of research on Design-The research provided a very precise direction to work in which is that the design should be a fusion of both the cultures but as the target audience is in India it should be vibrant, artistic and should have that classic appeal to it.

CHALLENGE:
The hardest part was finding a middle ground between these two Local and Global culture and developing a visual language which will appeal the target audience as it is a premium product but still looks like its a local brand. The Nomenclature was also difficult to finalise as there were many options and none of them gave the exact Phoneasthetic that was required to appeal to the customers.

ADDED DATE:
2020-02-27 14:42:08

TEAM MEMBERS (1) :


IMAGE CREDITS:
Abhijeet Thakur, 2019.

Visit the following page to learn more: http://bit.ly/3cuZa87
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Abhijeet Thakur

PROFILE:
Boho Ras is a brand that sells packaged cocktails, made with local Indian spirits mixed with famous western alcoholic beverages. The brand carries a Bohemian vibe which appeals to its target audience who are thrill-seekers, people who are experimental and want to try new things. Boho Ras sells pure distilled local spirits available only in 200ml bottles and packaged cocktails made from them which are available in 200ml and 750ml bottles each.

NOMINATION DETAILS

Boho Ras Packaged Cocktails by Abhijeet Thakur is a Nominee in Packaging Design Category.

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AWARD DETAILS

Boho Ras Packaged Cocktails by Abhijeet Thakur is Winner in Packaging Design Category, 2019 - 2020.



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