Georgian brandy series
This design is the result of a complex work undertaken on a rather delicate task - renewing the visual design for a well-known Georgian cognac trademark Old Kakheti, which has an almost cult status among some brandy lovers. Therefore, we had to maintain a balance between the famous trademark's recognizability and the application of modern trends and techniques that would allow emphasizing the product on the shelf and attracting new customers while also keeping the base of devoted buyers.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The most unique thing about this project is the rich history of the trademark in question, which should have been taken into account while working on redesign concepts. This brandy enjoys a rather numerous group of loyal buyers, whose perception of the product ought to be considered during the development stage. Thus the famous brandy got a new packing design, which is in many ways similar to the old one but with a more attractive and modern feel.
OPERATION / FLOW / INTERACTION:
The main visual elements of the old trademark have been kept, but changed to various degrees in order to obtain a balance in the overall composition. Gold foil stamping was used in certain elements like the image of the old Kakheti castle, which serves the purpose of emphasizing the main traits of the product and make it easier to identify on the shelf.
PROJECT DURATION AND LOCATION:
The project started in November 2014 and was concluded 2014. The product appeared on Russian market shelves in January 2015.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
While developing this design we've provided employment of modern printing and post-printing techniques such as foil stamping, embossing and the application of tactile varnish. The printing was carried out using high quality artistic paper, which allowed, in combination with various techniques, obtaining the best embodiment for the packing and providing the best sensations while handling the product near the product shelf.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Label dimensions: 60 mm in length and 120 mm in width
Valerii, Sumilov, packaging design, labels design, SHUMILOVEDESIGN
The main research efforts were undertaken in the field of studying the reaction of the already existing audience in respect to different variations of the packing redesign. Having a rather numerous group of loyal customers this aspect was rather sensitive for the producer. Therefore, this aspect was the focus of our utmost attention and served as the starting point in the search for the final solution.
The main challenge in this project as in most cases of trademark redesign was finding a balance between the product's recognizability and its reinvigoration. On one hand, there should be a continuity in packing, while on the other - the product has to become more attractive, modern and classy. All the while, the brand's rich history should also be taken into account as well as its ethnic identity.
TEAM MEMBERS (1) :
Image #1: 3D visualization Maxim Kulikov
Image #2: 3D visualization Maxim Kulikov
Image #3: 3D visualization Maxim Kulikov
Image #4: 3D visualization Maxim Kulikov
Image #5: 3D visualization Maxim Kulikov