Okhota Strong Beer Packaging by Uniqa Creative Engineering

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DESIGN DETAILS
DESIGN NAME:
Okhota Strong

PRIMARY FUNCTION:
Beer Packaging

INSPIRATION:
The new masculine packaging design of Okhota Strong beer is based on the idea of communicating its high ABV via an easily recognizable symbol of the man's world: corrugated metal sheet. It is strongly associated with typical masculine activities that the target audience is familiar with. Metal is strong and firm just like the beer itself. The distinctive graphic pattern is associated with hard work, strength and masculinity. This corrugated metal speaks to the target consumer, provokes correct associations and strengthens emotional connection with the brand.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Basic idea of Okhota Strong beer redesign is to show its high ABV through visually recognizable and firm material – corrugated metal. Corrugated metal becomes the main motif for bottle embossing, making it tactile and easy to hold. Graphic pattern resembling corrugated metal is transferred onto the aluminum can complemented by a scaled-up dynamic brand logo and modernized hunter illustration, which has been brand mascot for the last 5 years. Bold colors and chunky design elements link bottle and can together while appealing to the target working-class male audience.

OPERATION / FLOW / INTERACTION:
Unique embossing on the bottle made ensures tactile interaction with consumer and makes the bottle easier to hold.

PROJECT DURATION AND LOCATION:
The project was executed in 2016 in Moscow, Russia.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Glass bottle is embossed with corrugated metal pattern. The same pattern is graphically imitated on aluminum can.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Standard 0,5 ml can Standard 0,5 ml glass bottle

TAGS:
beer, redesign, embossing, metal pattern, tactility

RESEARCH ABSTRACT:
The redesign was triggered by the results of consumer behavior research and decreasing sales. According to the results of in-house consumer behavior research, target audience would establish stronger emotional connection with the brand if it emphasized masculinity. Hence, the imitation of corrugated metal, bold rough colors and more modern interpretation of the logo.

CHALLENGE:
Idea to redesign Okhota Strong beer was based on decrease in customers' interest to the brand combined with active sales growth of similar beer brands, which boasted modern and bold packaging design. In course of work client imposed serious restrictions: the logo had to stay intact together with the image of hunter as it assured brand recognition and was featured in marketing materials. Illustration got slightly modernized in the new design by making his clothes more detailed. Besides being challenged to interweave the hunter character and new design, we faced the necessity to carefully coordinate the creative process with production facilities as corrugated metal pattern on glass needed flawless execution.

ADDED DATE:
2017-09-13 11:30:22

TEAM MEMBERS (1) :
Uniqa Creative Engineering

IMAGE CREDITS:
Uniqa Creative Engineering, 2017.

Visit the following page to learn more: http://bit.ly/2fjVXgu
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Uniqa Creative Engineering

PROFILE:
Uniqa Creative Engineering is a packaging design and branding agency specializing in FMCG. Since 2000 we have been creating successful products and brands that people just need to own. We are good at defining niches, creating brand names, bespoke bottles, labels, packs and collateral. We have enough expertise and experience to make viable products for both Russian and international markets.

NOMINATION DETAILS

Okhota Strong Beer Packaging by Uniqa Creative Engineering is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Uniqa Creative Engineering is also kept secret. This information will also be available later.
AWARD DETAILS

Okhota Strong Beer Packaging by Uniqa Creative Engineering is Winner in Packaging Design Category, 2017 - 2018.



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