We are looking to launch a new herbal spirit . There are 2 segments - premium spirits (Smirnoff, Johnnie Walker, Hennessey, J&B etc) and local value brands. We want to compete somewhere between the two, i.e. look like a global premium spirit but have a different proposition (herbs).
I am not sure what I am going to get, so will guarantee a standard design fee, but if we get a great design we are prepared to increase this significantly.
Herbal Vodka Packaging Brief
Mid income, aspiring to greater things
Currently drinking Smirnoff, Johnnie Walker etc
Drunk socially, in clubs, bars and taverns
A herbal vodka – a herbal tincture is added to vodka.
Triple Distilled and Infused with real African Herbs
Look premium – not out of place in high end club, bar or tavern
Draw appropriate spirit cues – see Rum, Vodka, Gin, Whisky, Bourbon, etc. for alcohol cues (detailing etc)
Appeal to an African aesthetic (bold, colour, vibrant). Deep colours preferred.
Not a Russian heritage – it’s an African origin product
Contemporary, modern, with cues of heritage and quality (detail)
Not cold or too Eurocentric slick (minimalist)
Iconography is great (a symbol that can be imbued with meaning over time)
New brand, so no current logo or ID
Label – can be split label (i.e. 1 or 2 parts)
Bottle is a 750ml – may be square or round (see Pinterest)
Maximum labeling area – 80 x 120mm
Can invest a bit in label, e.g. foiling, die cuts, silver or gold labels etc
Can print 7 colours
Will need shrink sleeve (tamper proof sleeve 70mm deep) – once label design agreed
Bentley, in terms of imagery and style