CLEAR TRUTH
"There is nothing sweeter than the light of truth."
Background
TM Chistaya Pravda is a new vodka brand conceived as a local brand. Today it is a promising and in-demand product on the Russian alcohol market.
Task
Creating a new brand is not an easy and expensive job. However, based on the client’s budget and the fact that this vodka will be sold in the economy segment, it was necessary to develop a new brand, label design, positioning concept and UTP, to think over the bottle closure with minimal costs.
Decision
Stages of brand development. Price segment - economy
The project started with the design of the label. Based on the limited budget, the customer was offered a ready-made bottle, available for free sale, with a standard rounded shape. In the process of working on the project, several variants of the label and cap design were created.
Label and cap design
Concept №1 — "Polar"
The developed Polar concept is aimed at a wide category of consumers who can be characterised as “Adventurers”. The following elements were chosen as identifying elements: grey-blueish colour of the label, portrait of an explorer on the icon at the top of the bottle, illustration of a polar expedition.
The focus group survey showed that this packaging design is perceived as a “design from the past”, which is particularly emphasised by the poster style of the image, the “Soviet times” fonts and is successfully combined with the simple shape of the bottle. Concept keywords: purity, distant journey, snow, cold, courage, unknown, punching power.
Name line:
- Polar
- Courageous
- Unknown
Polar Concept
Concept №2 - "Fisherman."
However, at the end of the project, a different concept won out – “Fisherman”. The “Fisherman” concept is positioned for a wide audience of consumers who are interested in communication and friendly relations, who want to be a part of the company. Such positioning for vodka is the most successful and the most demanded. The focus group survey showed that consumers perceive the concept as “vital”, fun and humorous. Consumers describe the concept with the following words: humour, recreation, communication, trust. Therefore, we chose the theme of fishing consciously. Fishing is the best excuse to meet and socialise with friends.
Identifying elements
The main identifying elements chosen were:
- Picture of a fisherman. Emotions conveyed by colours, image technique, as well as facial expressions and pose of the hero have a bright emotional colouring, close to consumers of economy segment vodka.
The fish are embossed and look like goldfish fulfilling wishes.
The bronze background with metal impurities is well recognisable from afar. - When drawing up a variety of design options for the cap, it was decided to offer the customer a kamu cork (T-shaped cork) as a closure.
UTP (unique selling proposition)
The following TSS is proposed for this concept: “Fish glue karluk” purification technology. The essence of the technology: fish glue karluk is added to vodka dissolved. The glue gradually turns into clots, settles and takes away harmful impurities. The technology was invented in Russia in the 13th-15th centuries, and was very popular then. But, due to the gradual substitution of expensive technologies by cheaper ones, vodka purification by “gluing” was undeservedly forgotten by Russian vodka makers.
The Fisherman concept
Result
The newly launched vodka brand “Chistaya Pravda” has won a wide range of consumers and a significant share of the alcoholic beverages market. Positive and soulful label design, correctly selected identifying elements and communication message to the audience played a significant role in attracting customers and gaining their trust and loyalty. The new brand received high marks from experts.
Winner
Creating a brand is not an easy task, but it is essential for success. A product “without a name” will never be a colossal success, it will remain unnoticed. A brand, and not just a registered trade mark, but a brand with a capital letter with “royal ambitions” is not just profitable, it is a guaranteed market leader!
