VODKA OF ALL GENERATIONS, "VVP."
"Leadership, Quality and Technological Excellence"
Background
Federal Food Company is a young, modern and dynamically developing – a significant player in the Russian alcoholic beverages market and a leading company in the Leningrad region and the city of St. Petersburg. In its product portfolio the company has many well-known vodka, wine, brandy and other alcoholic brands – “Scandinavia”. “Thousand Lakes”, “National Leader”, etc. One of the latest novelties of the company is the vodka brand VVP (Vodka of All Generations).
Task
Creating a brand from scratch always requires a lot of effort. This includes market research, conducting surveys, designing the label, cap, logo and bottle geometry, unique selling proposition and positioning, and much more.
Decision
Vodka brand bottle design
Work on the project started with the design of a bottle of GDP vodka, which emphasises the status, nobility and grandeur of the product. After the bottle shape was developed, 3 variants of the label design were created. Each design has its own unique selling proposition and positioning. A unique line of names and a unique logo were created for each concept.
GDP vodka bottle design
Label design and UTP (unique selling proposition)
The People's Concept
The “People’s” concept is based on the need to unite with nature. This variant of the label design indicates the naturalness and naturalness of the product.
The design elements that set a unified communication of the concept were chosen:
Concentric tree rings – speaks of years and generations;
Watercolour colours – naturalness and naturalness;
The large title “Vodka of All Generations” – like the title of a book of legends;
Natural textures and fills of all the plaques and areas of the design;
Logo in the form of a leaf/tree.
Unique selling proposition: ‘on soft wheat’, ‘aged on oak bark’. Focus group survey showed that consumers labelled the concept as nostalgic and soulful.
The People's Concept
The concept of "Time"
The concept “Time” is designed to capture the emotions associated with consumers’ desire to be experts, connoisseurs. The product positioning is for intellectuals, those who consider themselves wise, insightful, or those who are simply satisfied with the quality of their lives.
The line of titles: classic and modern. The large identifying element on the label and the heel of the cap is the watch face, the numerals of which change in line. The clock is a recognisable and non-trivial element.
The background of the label, made in the form of a diamond-shaped grid, attracts attention. The label background is three-dimensional and has tactile properties. To attract more attention, you can make this background by contrasting matte and glossy varnish, or raise the grid with congreve, or combine both methods. The name is written in large contrasting letters, making it easy to read even at a great distance.
The concept of "Time"
The "Cup" concept
This concept is based on primacy and leadership. The positioning of the vodka is for status-oriented people. The design of the label looks modern. The label is designed in the form of a cup. Such a long label, shine and contrast of colours will definitely attract the attention of consumers on the shelf.
The centrepiece of the label is a huge unit. The focus group survey showed that consumers perceive the product design as austere and businesslike. The word “presidential” was repeatedly mentioned.
The key to the concept may be the tactile feel of the product. Half of the label is texture, which should be made embossed and voluminous, to firmly position the product as technological, quality, with unquestionable trust.
The colour of the label – the colour of precious metals (gold, silver) – maximises the theme of leadership and success. The colour finds its continuation in the line of names: gold, silver. All elements of the label complement each other, creating a strong communication of “leadership and technological superiority”. This communication is unique and tailored to the needs.
The "Cup" concept
Result
The new vodka brand “VVP” is already on free sale in the territory of the Leningrad Region and the city of St. Petersburg. Vodka of All Generations – a status and quality vodka leader has received not only recognition from consumers, but also high marks from Russian experts.
Concept - The Winner
