ТМ «БЕЛОГОР»
«Подлинно Белгородский продукт»
Background
Lux Distillery is a producer of high quality vodka products, recognised as one of the best not only in the Belgorod region, but also far beyond its borders. Lux Distillery is famous first of all for the quality of vodka produced – only “Lux” class alcohol, recipe with natural additives, infusions from vegetable raw materials. Today “Lux” distillery produces more than 19 types of vodka. One of them is vodka “Belogor”, presented on the market of Belgorod and Belgorod region since 1998. Recently, this high-quality product has started to lose its positions due to the outdated packaging design and inconspicuousness among the huge variety of the modern vodka market.
Task
The main task of the project was a complete renewal of the vodka trade mark – a comprehensive rebranding. Development of a unique bottle design, redesign of the label, cap and logo. At the same time, it was necessary to turn the Belogor vodka, familiar to Belgorod consumers, into an attractive novelty, a charismatic symbol of Belgorod.
Decision
Competitor Analysis. Unique bottle geometry
The project started with a marketing research of competitive brands, which resulted in the development of a unique shape and geometry of the bottle.
3D-modellers and designers presented several variants of unique bottle geometry to the customer, and since Belogor vodka was previously produced in a round bottle, one of the variants of the new bottle shape was an improvement, redesign of the existing bottle. As a result, the bottle became square and more convenient, but most importantly it retained its recognisability. Next, several variants of the label and cap design were developed.
Variants of unique geometry of Belogor vodka bottle
Label design and positioning
Eco-friendly concept
One of the options for positioning Belogor vodka was the patriotism of the residents of Belgorod and Belogorod region – the concept “Ecological”. After all, when choosing a product, we more often choose the product that is produced in our native city or area that we know so well.
Investment in one’s hometown was chosen as the UTP (unique selling proposition). Large identifying elements were used in this concept: the logo “Belogor” written in a unique font with underlining, recognisable and charismatic ornamentation on the utp icon.
The label is in white colour with gold and red as the main colours. This combination of colours is associated with purity, trust and safety.
Eco-friendly concept
Sword Concept
The second concept is “Sword”. The design of this concept resembles a sword or a helmet. The task of this concept is to appeal to the consumers’ desire to experience excitement and risk-taking.
The positioning of the vodka is for adventurers, bold daring people who are easy-going.
Verbal message of the second concept: the name of the vodka “Belogor”, the inscription on the cap “imbued with courage and excitement, fills life with the taste of thrills”, the inscription on the cap from above “your story”.
The line of vodka “Belogor” changes only the colour (blue, silver, purple), which leaves the design recognisable, and will emphasise it on the shelf among competitors.
Sword Concept
Concept "Patriotism"
Result
The new unique design of Belogor vodka turned out to be very bright, charismatic and recognisable, which did not go unnoticed by the target audience. Vodka brand “Belogor” got a “new life” and a big surge in demand. Most importantly, the new design allowed the brand to be recognised as a “symbol” of the Belgorod region, and many specialised Russian publications noted Belogor as a “truly Belgorod product”.
The winning concept
Summary
A brand with charisma and unique design is always recognisable and popular. Such a brand is called to wear a “crown on its head” and attract attention. KOLORO branding agency knows exactly how to create an original brand with “royal ambitions”.
