SPAIN I NEED YOU!
Spanish wine series
We've spent a lot of time thinking: which visual elements would reflect our idea precisely and become a new and somewhat unexpected view of Spanish wines. We wanted to get away from the standard set of symbols common to packing for these wines. And after many hours of intense brainstorming we've come to the simple solution: if you want to say something - just say it out loud.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The basis for our concept is an emotional element. The developed naming and design concept are aimed at the customer's feelings and emotions, they serve the purpose of stopping the person right next to the needed shelf and making them pick it from the multitude of other brands. The entire marketing strategy and brand promotion will be based on the exact same positive emotional associations, making the brand more attractive.
OPERATION / FLOW / INTERACTION:
The wine's target audience are modern people who want to be viewed as pioneers. And at the same time they are the ones who value quality, which was developed throughout the centuries. The potential customer thinks about Spain, reminds being there or simply wishes to get there, but most importantly - they want it. And right in this moment their thoughts are materialized in a very expressive and emotional way that is reflected in the product’s packing. The consumer sees a material embodiment of their own emotions, which creates an empathic link between the two.
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: 110 mm in length and 163 mm in width
Valerii, Sumilov, packaging design, labels design, SHUMILOVEDESIGN
This project involved a serious body of marketing and psychological research, especially when it came to the target audience and its potential response to the packing. It was necessary to determine the kind of visual elements that would be able to conceive an empathic response in the potential buyer, while also making it clear to them that they are dealing with Spanish wine. A lot of work has been done in this field and the result is the fruit of a tedious research undertaking.
The main creative challenge for this project was to get away from the cliche common to Spanish wine design, while making it obvious where the wine came from. Combining such opposing requirements wasn't easy. But it was also the main source for inspiration - a hard task that required unorthodox solutions and creative thinking.
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