METAXA 12 Stars
This new packaging has been created to convey 3 key messages:
-Embody sensoriality by exclusively using materials that will convey the idea of sensoriality inherent to our concept.
-Reinforce the feeling of premiumness by giving a distinct role to the Salamina Warrior and reinforce it as the emblem of the House and as a quality seal. -Enhance the Heritage of METAXA by integrating ‘1888’ in the signature
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This Packaging design concept aims to convey premiumness and distinctiveness to make METAXA 12 Stars stand out in the premium amber spirit category.
OPERATION / FLOW / INTERACTION:
This new packaging is a contemporary evolution of the existing one, launched in 2011. The main change was driven by the change of a self-adhesive front label to a striking gold hot foil stamping on the bottle. Moreover, we have replaced the previous composite cap with different materials (PP, PE, glass, metal) with a simple and lighter aluminum cap, easier to recycle with less environmental impact along with the color change (gold to blue, for a more elegant rendering)
PROJECT DURATION AND LOCATION:
This new packaging will be introduced in markets as of September 2016 in all key METAXA markets (primarily Europe) and duty free.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
The bottle is made of glass for resistance and durability. It is topped by an elegant dark blue aluminum cap, that reminds the external color of the box. S.Metaxa signature is engraved on both sides of the bottle to give texture and relief when holding it. The front facing is decorated with an innovative hot foil stamping made directly on the glass that dominates the whole design. Below is a small label with luxury velvelty texture and gold characters. The back label is made on a transparent "sticker" to give the impression of having the text directly on the bottle.
The gift box is made out of a metalized base, to enhance the gold decorations on the front side. The objective of this material is to increase the visibility of the rays effect around the Salamina warrior and drive premiumness.
SPECIFICATIONS / TECHNICAL PROPERTIES:
70cl Bottle dimensions : LxWxH - 88x71x273mm - 780gr
70cl Gift box dimensions 113x75x280 mm
METAXA, 12, Stars, premium, spirit, gifting, crafted, Greek, exploration, sensorial, stamping
Le Nom des Gens research Institute : Qualitative Groups have been created to get insights and orientate the project. These "focus groups" have been organised in Czech Republic, Greece and South Africa gathering Premium amber spirits drinkers, men and women.
As a conclusion, the concept has been positively received in these 3 countries and the insights below have been collected:
- Very simple yet elegant, subtle, unique
- Waouh effect (well crafted, alluring, elegant refinement, smooth taste, clear benefit : discernment, style)
- Especially liked by men
- Premium, elegant
- Craftsmanship : golden hot stamping, small label at the bottom
- Exclusive box, evocative sunset.
TEAM MEMBERS (5) :
Project Leader: Arnaud Collas (International Marketing Director), Packaging Development: Delphine Lesain, Procurement: Virginie Raphanaud, Quality Director: Alexandros Astropekakis and Design Agency : Future Brand Jérôme Lhermenier
de Brem Inès, 2015.