In the wine sector many companies are betting on the redesign of their images for new audiences, however no one has thought of the experience of youth. How could we bring wine to them through a memorable and participative experience? How can we show young people all the situations in which wine can be a regular consumption product rather than being reduced to special occasions?
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
8 TICKETS uses a visual universe easily recognizable by youth and decontextualized public of its common use that allows generating a great attraction in the decoding of its meaning. The design shows different contexts and situations in which to fit the product. The surprise generated by the incorporation of the game at the back of the bottle - which serves as a playful and participative builder of the consumption memory - placed the product as a unique experience for the user.
OPERATION / FLOW / INTERACTION:
8 TICKETS allows you to keep the memory of the moment in which the product is consumed through a game. Incorporating the map into the back of the bottle makes the product unique. Inside it is explained the dynamics of the game and you can find the stickers. The outside, offers you the frame in which you can build the memory of the moment by drawing, pasting stickers or writing.
PROJECT DURATION AND LOCATION:
The project started in October 2016 in Toledo and finished in March 2017 in Toledo.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Sequence of production: Choice of materials. Label printing on polar White paper. Print of "collar-location", map and stickers. Die-cutting of map, stickers and "collar-location". Folding of stickers and map. Labeling of the bottle. Pasting the map to the bottle.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Product dimensions 85 mm x 85 mm x 300 mm
Map dimensions 297 mm x 210 mm
Stickers dimensions 69 mm x 100 mm
Wine, packaging, wine experience, wine design, user experience
To study of the user, focus groups were performed to search and identify insights. To study of the user’s experience, journeys maps were used to identify interventions points. For the design it was conducted a benchmarking in the wine and packaging design sectors that would allow a global overview of trends and good practices.
Identify young people needs. Design of participatory and friendly experience. Obtain a creative solution with high differential value in a sector with more than 20,000 references only in Spain.
TEAM MEMBERS (3) :
Juan Manuel Rodríguez Prous, Rafael López Gasco Prous and Beatriz Garrote
Image #1: Beatriz Garrote, 8 TICKETS, 2017
Image #2: Beatriz Garrote, 8 TICKETS, 2017
Image #3: Beatriz Garrote, 8 TICKETS, 2017
Image #4: Beatriz Garrote, 8 TICKETS, 2017
Image #5: Beatriz Garrote, 8 TICKETS, 2017