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Creating a New Theme Segment for Packaging
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Recreating The Vodka Bottle
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FILIPE DE GODOY DAL GALLO FAAP – Fundação Armando Alvares Penteado São Paulo – Brazil 2009 DET. GARGALO - ESCALA 2:1
Filipe de Godoy Dal Gallo Creating a New Theme Segment for Packaging Recreating The Vodka Bottle Graduation work as an obligatory part for receiving the Bachelor’s Degree in Industrial Design with specialization in Graphic Design FAAP – Fundação Armando Alvares Penteado São Paulo – Brazil 2009
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Instructors TCC I Teacher msc Carlos Eduardo Leite PERRONE Teacher msc Maria CecĂlia CONSOLO TCC II Teacher msc Miguel de FRIAS Teacher Paulo Cesar Souza SAMPAIO Guidance Counselor Teacher Paulo Cesar Souza SAMPAIO 005
006
I dedicate this book to everyone that helped me achieve the result herein shown
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008
Special Thanks I would like to thank first my father, Sidnei Dal Gallo for always supporting my choice in this segment since the beginning, for being a competent and reliable professional in the design segment and making me find out a lot more about him that I didn’t even know of, giving me valuable tips with a lot of competence for this work to be completed with satisfaction. To my mother, Marilisa Dal Gallo, also for contributing in the creation process of this project and for giving me advice that I take with me with love. I thank my Project Counselor for always believing in my work and helping me with valuable advice for getting this project done in time. To all my classmates that contributed all these years so that my knowledge and friendship never ceased to exist. To my dear friend Welby Dantas, that taught me more than he ever needed to teach me and have the patience to correct me whenever I was wrong, not only professionaly but also in life, and I take that always with me wherever I go.
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Summary Summary 01. Introduction 1.1 Objectives
012
02. Research 2.1 Methodology
022
03. Concepting 3.1 Inspiration
054
1.2 Abstract 1.3 Keywords
2.2 Field Research 2.2.1 Market Analisys 2.2.2 The Chosen City 2.2.3 Suggested Audience 2.2.4 The Chosen Brand 2.2.5 Analyzing the Competition 2.2.6 Conclusion
010
3.2 Concept Definition
014 016 018
024 028 030 034 036 038 044 053
056 060
04. The Project 4.1 Preliminary Studies
4.1.1 Color 4.1.2 Shape 4.1.3 Type 4.1.4 Composition 4.1.5 Ergonomics 4.2 Final Product 4.3 Conclusion
062 066 068 072 076 078 082 084 088
05. Technical Details 5.1 Blueprints
090
06. Mockups 6.1 Digital Mockups
108
5.2 Color Separation 5.3 Materials 5.4 Legislation 5.4.1 Label Legislation
07.
6.2 Market Shelves
Final Conclusion
08. Reference 8.1 Image Index
8.2 Bibliography
114
116 118
118 120
092 096 102 104 106
110
011
01. Introduction
012
01.
Introduction Packaging, more than a round up of typography and colors, are a big place for cosumers from all over the world to have an imagination, transmit emotion, selling status or even satisfying the consumer’s need to always want more. This project will be an experiment for a new theme segment for an existing brand in the market.
The motivation for the creation of this project was the appreciation for the premium vodka bottle designs (name given for only the best tasting and appealing alcohol products), the need to create a new product with a differencial from its competition and to elevate the brand itself for bigger sales around the world.
The work done here has a packaging theme, with a pre-made experimental briefing to create a new vodka bottle and a package for it, with a totally different vision from the current model, creating a new theme segment, making the product shine and consequently putting it in first place on market sells all over the world. The following chapters will show the research done to choose this brand and theme for the chosen product.
Chosing a specific audience for this product came from the idea of creating a new theme segment for the brand. Vodka is one of the most consumed and known drinks around the world, as it will be shown on the following chapter. On the next pages there will also be cited examples about the chosen audience for the product shown.
013
01. Objectives
014
01.1
Objectives This research has as the main objective to gather information about alcoholic beverage sales around the world, so the target-public can be found and to make an analysis about it’s competitors, observing each individual visual element form the label, taking care not to reproduce any possible mistakes identified on them. The motivation to make this vodka bottle comes from the lack of attractive products in this category for the chosen brand (which will be shown later in this book), that don’t get copied from existing ones, because by analyzing a few products out on the market, it comes to a conclusion that many of them are not very well situated in thir category. Creating a new theme segment for a specific audience will help to motivate others to create more and more special collections and editions made for special occasions and will show that every product can be transformed for the public and place chosen.
015
01. Abstract
016
01.2
Abstract This is a project dedicated to creating a new visual identity for a new theme segment for a premium vodka brand chosen based on extended research. The purpose of this project is to not only elevate the brand’s level in sales, but also to transform the vodka bottle in a collection item, made exclusively for the consumer in question.
017
01. Keywords
018
01.3
Keywords 1. Vodka Bottle 2. Grey Goose 3. New York 4. United States 5. Labelling 6. Alcoholic Beverage 7. Packaging
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020
021
02. Research
022
023
02. Methodology
024
02.1
Methodology – The big vodka brands in the world
• Analyze worldwide sales for the vodka products
– Compare the best selling labels
• See if the products give what they are supposed to for the consumer – Choose the brand, place and audience for the final product
• Analyze the competition’s products – Identify good aspects and mistakes made by each brand
025
02. Methodology
026
02.1
Methodology This chapter shows all the methodology used to create this research. It will be pointed in this volume a detailed gathering of information about the frequency the consumer drinks vodka around the world, according to the AC Nielsen reasearch here shown. With this data, the chosen audience is found, also the place where the theme for this product takes place.
each one and the traditional elements that makes them resemble alcoholic beverages to be used in the new product and don’t lose the image of being just a normal vodka bottle amongst the others.
In the following chpters, there will be a comparison between three of the world’s best selling vodkas, as well as images from their respective packaging, th details that will point to key-aspects of
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02. Research
028
02.2
Research To creat th final product for this work, there was a need to make an extended field research in supermarkets and licquor stores, where the beverage is sold to the public.
There will also be an analysis for the top three brands that are sold in the market, analyzing it’s colors and harmony between every element in their labels.
Among these locations, the most appropriate place would be the licquor stores, where there is a vast array of options from the same drink but also for the store itself, where a more specific type of product is sold. In this chapter it will also be shown the suggested audience for the brand, as well as the location (country and city) for the execution of this experiment for it’s first sell. The city and country chosen were found through and extended analysis about this product’s selling rate in different countries around the world and by measuring how much the consumer drinks in that place.
029
02. Market Analysis
030
02.2.1
Market Analysis According to a recent research made by the AC Nielsen Company, in 2007, the alcoholic beverage consumption in the world has shown a growth of 6% in 53 international markets. Ciders and vodkas showed in 2007, growth in consumption, of 14% and 11% respectively being the top two categories in alcohol drinking all over the world. The research shows that even some countries where it would be unimaginable that this market got bigger, are revealing themselves as potential direct clients for the world’s biggest vodka producers. Vodka comes in second place in the above mentioned research with an 11% growth in the global market. Russia is the biggest consumer and has contributed for such overcome, with 7%, but the United States also showed that they are overcoming this non-stop market. In Europe, France has stood up with its 13% more than the year before. Brazil comes in sixth place in the world ranking, with a 12% growth.
This research is useful to show in detail how the consumer drinks and what kind of drink is preferred at the time of the sale. With his, a few questions can be made:
– Which country is th biggest consumer?
– What type of drink is consumed in this country?
– What is th specific audience for this new product that will be created in this country?
Source – The Nielsen Company – What’s Hot Around the Globe Insights on Alcoholic Beverage Categories – 2008
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Market Analysis
Market Analysis The United States was the country that came in first place against th others in the vodka sells market, as th graphic shows, Russia could have shown a bigger growth, but the USA are up front because of its population.
EUA USA
4%
Great Britain Grã-Bretanha
4%
Germany Alemanha
1%
Rússia Russia
17%
Beer Cerveja Japan Japão
-2%
Vodka Vodka Wine Vinho
Information taken from the research made by the AC Nielsen Company. The Nielsen Company – What’s Hot Around the Globe Insights on Alcoholic Beverage Categories – 2008, pages. 5 e 6 respectively
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5,000,000
10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000
40,000,000
Analyzing the graphic below, it comes to a conclusion that vodka has become in the last 2 years the second most consumed alcoholic beverage in the world, with a 10.8% growth, only staying behind cider, which had a 14.4% total growth.
Cidra Cider
14,4%
Vodka
PrĂŠ-Mixados Pre-Mixed
Cerveja Beer
10,8%
6,7%
6,3%
Putting together the top three best selling vodkas in the world (which will be shown and analyzed in the following pages), together they show a 31% market share, while all the other brands add up to 69% worldwide.
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02. Chosen City
034
02.2.2
Chosen City After analyzing the countries which consume the most vodka in th world, it comes to a conclusion that the United States is the country with the most growth in the consumption of the product, standing in front of places like Europe. As this project is about creating a new theme segment based on a city around the globe, the chosen country was USA, one of the most famous cities is New York, mainly because of its tourist attractions, commerce and place for various historic moments. By having an extensive knowledge about the city and having lived there for a few years, this city became the perfect candidate for the testing of the creation of this new product. The objective behind this packaging project is to show that the brand cares about the consumer like he is an exclusive person for it and that the product was carefully made for him exclusively.
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02. Suggested Audience
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02.2.3
Suggested Audience New York has a characteristic population, where one of its highlights is the busy working man. Never with time to appreciate or celebrate his achieved goals in life, be them at work or in his personal life. This package was created based on this figure, the man that never has time to have fun but when he has, he enjoys every second of his celebrations with the people he loves. The suggested audience for this product will be the 35-50 year old, busy and succeeded New York man, that likes to appreciate the little details in life, that doesn’t have time to celebrate his achievements, but takes in every special moment he can get and likes to have collection items created exclusively for him. Images from this audience will be shon in the Inspiration chapter.
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02.
Chosen Brand
038
02.2.4
Chosen Brand The main problem for this project is choosing the brand for the creation of this new theme, for such, it was researched among the top three best selling brands (shown in th next pages) the need to be on top of worldwide sales, if the brand has different products besides its main one, what are they and also see if the have a visual identity that combines with the consumer, if the label comunicates to the person that is going to buy the sensation that he is acquiring the proper product. Creating an experimental briefing, where it is needed to create a new theme segment for the brand, the biggest challenge was to put the company in first place in wordwide sales, for this, from the top three best selling vodkas in the world, according to the website www.nielsen.com, Absolut, Grey Goose and Smirnoff, in this order, are the main candidates for this project.
039
Chosen Brand
Chosen Brand Absolut was automatically disqualified from this selection simply for being the leader brand in the market. The briefing says that the brand must be at most in second place in sales, so there can be a reason to create a new product to boost sales. The other detail is that this brand has a vast line of themed products.
Figure 1 Absolut logo. Figure 2 Smirnoff logo. Figure 1.
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Smirnoff was also put to the side in this research for having the same theme segment from the leading brand, with a big variety in flavors and packaging.
Figure 2.
Grey Goose was chosen for this project, for having a relatively short line of products compared to its competition, as shown on the website www.greygoosevodka.com it relies only on its main product and four other bottles with different flavors (La Poire, La Vanille, Le Citron e L’Orange).
041
Chosen Brand
Chosen Brand Grey Goose was created in France in 1997 and its biggest market until this day is the USA, as shown on the website www. greygoosevodka.com was imported by Sidney Frank, who sold the production rights to Bacardi in 2004, for $2.2 billion. Frank died in 2006. The brand took off in the market as soon as it was created mostly for having a high price, this sent a feeling of quality and sofistication for the consumer that worked. Grey Goose was responsible for making so many vodkas become more expensive. He said: “Americans want to pay more for a good product, you just have to give them a good story.� Figure 3.
Figure 3 Picture of Sidney Frank, founder of Grey Goose Vodka. Figure 4 Grey Goose logo. Figure 5 Picture of a peach drink made inside sawn-off Grey Goose bottles.
042
Figure 4.
Figure 5.
043
02. 044
Analyzing the Competition 02.2.5
Analyzing the Competition In this chapter it will be analyzed the top three bes selling vodkas in the world. The criteria used in this evaluation was if the bottle clearly shows what the product is (in this case vodka), if it transmits the purity, if the label is in harmony with the rest of the elements in the bottle (cap graphics, cork and seal) and if the package has an acceptable design for a vodka standard. These are the chosen brands:
– Absolut Vodka – Grey Goose Vodka – Smirnoff
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This is the world’s best selling vodka. Absolut is a brand that has many sofisticated products, this bottle, which is the main one, has a clean typography in its main areas, as shown in number 1, where reading becomes easily done. The handwriting in the products description transmits the idea that the product was made manually and almost exclusively to whoever bought it, this is an important characteristic if the product wants to sell sofistication, which is appropriate in this case.
Figure 6 Absolut bottle. Figure 7 Smirnoff bottle.
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3
Number 2 shows the important information from the bottle, like weight and other important legislation items. They also show a clear typography, allowing for easy reading. The cap in number 3 shows off a high level of sofistication wit its brushed metal aspect, without any additional elements.
1
The bottle wraps it all up resulting in simplicity and direct communication with the consumer, each element is in harmony with the rest of the packaging and the language is clear and objective.
Figure 6.
Analyzing the Label
Absolut
2
Smirnoff The world most copied vodka, this can be seen by just analyzing most of the cheap vodka bottles in the market. Its design is very popular. In number 1, where the bottle appears to be “twisted”, is in place with the name “Twist” for this special line of products.
3
The product has seals and badges besides the usual label as shows number 2, which are in harmony with each other, making a unified visual experience. The cap (number 3) does not have a cork, an important factor for a better conservation of the product inside the bottle. It also has a smaller opening than the other brands, allowing less liquid to come off in a short period, but analyzing others, it comes to a conclusion that th opening needs to be bigger than it is right now, and also have a cork to better protect what’s inside.
1
Figure 7.
2
047
Figure 8 Grey Goose bottle.
048
3
Analyzing this bottle, it can be concluded if observed carefully that the main illustration in the label, where number 1 shows, there is a representation of a mountain making a composition together with other elements in the label. The typography is well used, with different areas of the bottle interacting with each other, thus being harmonic. The supposed transparent goose (number 2) is interesting and shows a new perspective to use these elements, making a composition with the front and back illustrations. The cap analyzed (number 3) has the brand printed on top and th seal also has an attractive element, using the beverage’s name. In the color variations, different types of blue are well used, be it on typing or the images. 2
1
Figure 8.
Analyzing the Label
Grey Goose
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Typography
Absolut This brand uses a mix of clean and handwritten type. The main font family here is Futura Condensed Extra Bold. Both fonts come in harmony because the main element (the words “Absolut Vodka”) have a bigger impact on the consumer at first. The highlight on th name already attracts enough attention and the handwritten font is a consequence, being read after the understanding of the brand.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Grey Goose Totally different from the above, this one has a more elaborate tipography, very detailed, with th goose’s image interfering the label. The dominant font is Baskerville Regular. This font shows a more exclusive aspect than the other example for being a more detailed type, giving away the impression that it was almost made exclusively to whoever bought it.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
050
Smirnoff This font family is called Bell Centennial Standard. A clean and direct type, it doesn’t have the sofistication of the others, but for being a more popular vodka, its communication must be good, but it fails in a few elements like the drop shadow used in the product’s name and the use of perspective, which makes the consumer more confused than decided when going to buy the product, because the reading becomes complicated.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Color Analysis
Absolut The dark colors, that almost reach black have a characteristic of being considered sofisticated. The black and white are considered maximum contrasts so that the reading can be easily done when these two elements are together.
Dark Blue (C 100% M 100%)
Black
White
Grey Goose The main color in this label is blue, with a few variations, it stands with the white in some areas, which is an acceptable composition. The black and white again are considered maximum contrasts so that the reading is well placed when the two elements are combined.
Dark Blue (C 100% M 100%)
Light Blue
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Smirnoff With red being the dominant color, the bottle highlights itself amongst the other two, but its package makes the consumer think that it is a common product. Has details in green that go well agaist red, but the gray around the label does not make a good stand.
Red (C 100% M 100%)
Green (C 100% Y 100%)
Black
White
Conclusion After all this analysis, we can conclude that the chosen brand (Grey Goose), is in acceptance with the standards of a premium vodka packaging project. Absolut also has an elevated level of sofistication and answers all pre-requisites of an elegant product.
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03. Concepting
054
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03. Inspiration
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03.1
Inspiration In this chapter are shown images from the suggested audience for this product, there are also pictures from New York (the chosen city), reference from other packaging products and various graphical elements that might be used in the final product. The concept of this product is “Architectural Elementsâ€?. New York has a unique Art DĂŠco architecture, with all its pronounced lines and geometric forms. For this concept, architectural refereces were vastly analyzed.
Figure 9.
Figure 9 Reference for existing package ideas.
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OldÊScriptÊRegular
Inspiration
TypeÊandÊFlagÊSheet
FilipeÊDalÊGa
PRODUCEDÊANDÊBOTTLED INÊFRANCE BaskervilleÊRegular
New York OldÊScriptÊRegular
I M P O RT E D CÊ100 MÊ100
White
UCEDÊANDÊBOTTLED VANILLA FLAVORED VODKA ANCE VerdanaÊCondensedÊ60%
gular
O RT E D
40% ALC./VOL.
MÊ100 YÊ100
gular
Figure 10 Reference for the chosen city for the theme on the final product (New York).
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Figure 10.
France CÊ100 MÊ100
White
BottleÊVersion
LOSERSÊMAKEÊEXCUSES WINNERSÊMAKEÊITÊHAPPEN
RSÊMAKEÊEXCUSES ERSÊMAKEÊITÊHAPPEN
ExmouthÊRegular
BottleÊVersion
CÊ100 MÊ100
White
MÊ100 YÊ100
New York
CÊ100 UnitedÊStates White MÊ100
/VOL.
AllÊtextÊisÊRichÊBlack
White
France
1 LITER
BaskervilleÊRegular
CÊ100 MÊ100
MÊ100 YÊ100
BottleÊVersion
LAVORED VODKA
densedÊ60%
onÊOctÊ20th,Ê2
MÊ100 YÊ100
MÊ100 YÊ100
Figure 11.
Figure 11 Reference for the chosen city (New York) and existing package ideas.
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03. Concept Definitions
060
03.2
Concept Definitions Being New York the chosen city for this product, the objective was to look for reference about the city that were considered interesting enough to be recogized by the customer.
The typography used was taken from the original packaging of the brand, for easy reading in areas like legislation and general consumer information.
The images that were analyzed showed a specific color variation and appropriate for the chromatic definitions in th final product, be it the bottle itself or the packaging. On the next chapter these colors will be explained. Most of the elements from the final version of the product were taken from reference images shown earlier in this book. Archiectural reference was researched for the overall shape of the bottle, historical pictures and memorable photos we analyzed and led to early sketches and illustrations for the final product.
061
04. The Project
062
063
04. The Project
064
04.
The Project The new product was created starting with a few collected parameters during the research, resulting in the objective of this work. The briefing was created to boost sales for the brand, it states that the product must be from a new theme segment, non-existing in the current Grey Goose product line, where the first will be an experiment on creating its packaging with a theme from a city around the world. As shown earlier, the chosen city was New York and its suggested audience is the wealthy and busy man.
The brand wraps up new values to the new theme, it becomes daring, practical, sofisticated, exclusive and confident. Functional beneficts like the convenient packaging makes it easy to carry anywhere which will be shown on the Mockups chapter. Reason to Believe (RTB) “Because only Grey Goose New York is made exclusively for the celebrations in your life wherever you be.”
The consumer stated: “I want a product made exclusively for me with the sofistication that I deserve.” The new product carries with it the differential to allow the consumer to celebrate its achievements as he really deserves.
065
04. Early Studies
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04.1
Early Studies In this chapter, there will be studies and sketches made to get to the actual result of the final product. Color analysis, shapes, compositions and sketches are essential for the conclusion of a good project, because going from theses studies you can achieve very successful results that make the difference when the product is on store shelves.
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04. Color
068
04.1.1
Color Studying reference images from the city and knowing the meaning of colors in the graphic design world, these are the color for the final product.
Black 100%
Cold Stamping (Chrome)
Pantone 485 C (Red)
Pantone 2738 C (Blue)
White
069
Color
The Bottle The black in the bottle communicates sofistication to the product and represents the night in New York, for being known as “The city that never sleeps�. The printing method is named cold stamping and makes the masked area with a chrome reflection like a mirror, key element to give it a touch of sofistication and resembles the glow of the stars above the city at night and its lights.
Figure 12.
Cold Stamping (Chome)
Figure 12 Picture of Madison Square Garden in New York. Figure 13 Aerial photo of the Empire State Building area.
070
Black 100%
Figure 13.
White was chosen for being the maximum contrast when put together with black, the area where the brand’s name will be printed was made in white to make the first impact when the consumer sees the bottle for the first time.
ED
FilipeÊDalÊGallo
New York
The Flag
An important detail on the label is the flag placed on the lower front part. This element determines the country of which the theme is about, in this case, the United States. The flag of France is on the original packaging.
OldÊScriptÊRegular CÊ100 MÊ100
White
MÊ100 YÊ100
New York ExmouthÊRegular CÊ100 MÊ100
White
France
UnitedÊStates
BottleÊVersion
BottleÊVersion
Pantone 485 C (Red)
MÊ100 YÊ100
Pantone 2738 C (Blue) CÊ100 MÊ100 White
White
MÊ100 YÊ100
The USA flag uses 100% red (Magenta and Yellow at 100%) and 100% blue (Cyan and Magenta at 100%) for this kind of printing made on the bottle, respective Pantone colors were chosen.
071
04. Shapes
072
04.1.2
Shapes The shapes were takes from architectural elements of New York. Its Art DĂŠco reference shows robust geometric lines, the concrete dominates in most constructions and the straight angles inspire the creation mainly of the box for this product. The concept for this box is inspired on the doors and entrances of buildings in New York.
Its small doors hide their interior, leaving mistery to who looks from the outside, but as they come in, always become fascinated by their impressive and sofisticated interiors, be them hotels of luxury residences.
Figure 15.
Figure 14 Photo of a gallery in New York. Figure 15 Image showing the building process for the box. Figure 14.
073
Shapes
The Bottle For the shape, the chosen element was the iconic Brooklyn bridge. Its inner arch became an interesting visual element for the bottle, which resembles the local architecture. The sketches on the sides of these onÊNovÊ2nd,Ê2009 MeasurementsÊandÊScale FilipeÊDalÊGallo two pages show the starting studies, the desired angle along thebottle and some reference of existing shapes in the market.
Figure 16.
Figure 16 Photo of the Brooklyn Bridge in New York.
074
But after applying this shape on the bottle, it didn’t resemble traditional vodka bottles, but some sort of oil recipient or even a water bottle.
To go around this problem, another architectural element was found, another well-known building is th Chrysler Building. Its curves and angles on the top side are perfect to create the neck area of the bottle.
onÊNovÊ2nd,Ê2009
MeasurementsÊandÊScale
FilipeÊDalÊGallo 25mm
95mm 80mm
50mm
Figure 17.
180mm
A traditional element for vodka bottles is the long and straight neck, that in this project was resolved, after the additional research to better shape the top part of the product.
15mm
Figure 17 Image of the Chrysler Building.
r = 35mm
075
04. Tipography
076
04.1.3
Tipography TypeÊandÊFlagÊSheet The type used in the label was taken from the original product, which is Baskerville Regular. In some areas, like weight and additional information, Verdana Condensed in 60% is used.
New York
For the city’s name, some tests were made, the final font used was Old Script Regular, resembling New York’s details in its constructions.
OldÊScriptÊRegular
TypeÊandÊFlagÊSheet
PRODUCEDÊANDÊBOTTLED INÊFRANCE BaskervilleÊRegular
I M P O RT E D
CÊ100 MÊ100
New York
40% ALC./VOL. EDÊANDÊBOTTLED EOldÊScriptÊRegular 1 LITER
CÊ100 MÊ100
T
MÊ100 YÊ100
CÊ100 MÊ100
MÊ100 YÊ100
White
New York France
OldÊScriptÊRegular CÊ100 MÊ100
BottleÊVersion
MÊ100 YÊ100
FilipeÊDalÊGallo UnitedÊStates
New York White
CÊ100 MÊ100
White
E
BottleÊVersion
CÊ M
MÊ100 YÊ100
CÊ100 MÊ100
White
MÊ100 YÊ100
U
BaskervilleÊRegular
AllÊtextÊisÊRichÊBlack
N
ExmouthÊRegular
LOSERSÊMAKEÊEXCUSES EWINNERSÊMAKEÊITÊHAPPEN D France White
ExmouthÊRegula
onÊOctÊ20th,Ê2009
VANILLA FLAVORED VODKA VerdanaÊCondensedÊ60%
White
New
077
04. Composition
078
04.1.4
Composition The main element on the label, placed almost in the center of the bottle, was created based on one of the most known landscapes in New York, its own skyline seen from across the river. This post card was used asa base for such composition, putting together image elements with simple linework of what becomes a representation of this skyline. Another memorable aspect was to gather recently discovered shapes and make them interact with another unique icon, the Empire State Building. Using the same linework language, the silhouette of the building was created and the final composition was created for the label. Figure 18.
The back part of the label has a text that talks about th suggested audience for this product. For each future themed bottle, the text will adapt to the city and the public chosen. Images for these areas of the lavel will be shown at the final product unveiling chapter.
Figure 18 Image of th skyline in New York.
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Composition
TypeÊandÊFlagÊSheet
ANDÊBOTTLED
ED VODKA
The Flag
080
FilipeÊDalÊGallo
The problem faced here was to create a smaller version of the american flag to be positioned on the lower front part of the bottle, indicating the origin of the theme.
New York
New York
The following studies show that the main elements were preserved for easy recognition of the flag, resulting on the final choice (denominated Bottle Version on the image below). The flag of OldÊScriptÊRegular France was used as a reference of what already existsExmouthÊRegular on the original bottle. CÊ100 MÊ100
White
MÊ100 YÊ100
CÊ100 MÊ100
White
France
UnitedÊStates
BottleÊVersion
BottleÊVersion
CÊ100 MÊ100
KEÊEXCUSES AKEÊITÊHAPPEN
onÊOctÊ20th,Ê2009
White
MÊ100 YÊ100
MÊ100 YÊ100
New York OldÊScriptÊRegular
x xÊ.Ê0,9
CÊ100 MÊ100
Composition
White
New York
BottleÊVersion ExmouthÊRegular CÊ100 MÊ100
MÊ100 YÊ100
BottleÊVersion
Here are a few tests for a composition on th neck label. They were not used on the final product because the whole package became too complex and took away the sofistication aspect of it.
UnitedÊStates onÊOctÊ20th,Ê2009
NeckÊLabelÊSketch
RichÊBlack
MÊ100 YÊ100
White
RichÊBlack
White
White MÊ100 YÊ100
MÊ100 YÊ100
CÊ100 MÊ100
New York
xÊ.Ê0,9
CÊ100 MÊ100
White
CÊ100 MÊ100
CÊ100 MÊ100
White
White
MÊ100
YÊ100 MÊ100 YÊ100
New York
OldÊScriptÊRegular
x
FilipeÊDalÊGallo
MÊ100 YÊ100
White
ExmouthÊRegular CÊ100 MÊ100
MÊ100 YÊ100
MÊ100 YÊ100
White
BottleÊVersion
MÊ100 YÊ100
kÊLabel
OriginalÊNeckÊLabel
NewÊNeckÊLabel UnitedÊStates
CÊ100 MÊ100
CÊ100 MÊ100
White
OriginalÊNeckÊLabel
NewÊNeckÊLabel
MÊ100 YÊ100
White
MÊ100 YÊ100
NewÊNeckÊLabel 081
04. Ergonomics
082
04.1.5
Ergonomics In aspect of ergonomics of the bottle, the main objective of this project is to make it with the most convenient way to be handled, so the consumer has a better feel to it compared to the competition.
Tests were made with a few candidates and the images show the competition’s product against the final product of this project, where the latter showed much more satisfaction to the customer.
Figure 21.
This was achieved by making a simple and almost unnoticeable change to its overall shape. The bottle was created with a 1º angle that starts at its base and goes all th way up to the neck curve. The specifications of this can be found on the Technical Details chapter.
Figure 19.
Figure 19 Picture showing the competition’s bottle. Figure 20 Picture showing the new product’s grip and modified angle.
Figure 20.
Figure 21 Image showing the new angle of the bottle.
083
04. Final Product
084
04.2
Final Product The following are pictures of th final product and its compositions on the label itself shown earlier in the studies, also the box and the whole package together.
Figure 22 Photo of the back angle. Figure 23 Front picture of the bottle Figure 22.
Figure 23.
085
Packaging The information on the box are a representation of the graphical elements contained on the bottle’s label, where on the front only the brand is placed using the cold stamping method and on the rear all the necessary legislation is placed.
Figure 24 Whole package together. (Box, bottle and glasses) Figure 25 Photo of the bottle with the glasses. Figure 26 Box with the bottle inside. Figure 24.
086
Figure 25.
Figure 26.
087
04. Conclusion
088
04.3
Conclusion The final product was created based on all the research shown earlier and by putting together all the collected information on the areas of color, shape and composition. By analyzing reference imagery, the main shapes for the bottle, the label and the package were put together harmonically and by that communicate to the consumer exactly what the briefing was describing. The sofistication, the glamour and ease of use were all inserted naturally in the final product after the deep analysis of the main elements needed to make a new vodka bottle. The flag creation was another important challenge overcome by maintaing in the final image all the known elements and essential colors so that the flag was recognized by anyone.
089
05. Technical Details
090
091
05. Blueprints
092
05.1
The Bottle
27,01 85,73
The following are the blueprints for the bottle. It will be sold inside and outside of the box as well, that’s why the box has the same information on its back as the bottle does. The product will come in a 750ml version only.
76,5
R0,
5 R1
R15
R0,3
5
8,2
R3
29,18
,01
R0,3
29
,5
R0
27
76,5 18
R0,
330
5 R1
R0,3
DET. GARGALO
5
4
8,2
R0,3
8,5
R3
,5
200
R0
18
R18
DET. GARGALO - ESCALA 2:1
1°
35°
3,21
45°
62 65,59 72,07
1° 45°
093
Technical Details
The Label This is the label blueprint. Its open format is 241.34mm x 180.00mm with base radius of 2571.80mm. 241,34
180,00
Frente
094
r = 2571,80
Verso
86,50
10,00
10,00
10,00
CORTE AA
DOBRADIÇAS (2) 229.00
CAVIDADES PARA ALOJAMENTO DE GARRAFA E COPO
Fecho
400.00
A 400.00
A
229.00
The Package Above is the blueprint for the actual box.
095
05. Color Separation
096
05.2
The Label Color separations for the label. Printing was made using four sheets, each with their respective colors described earlier on the Color chapter.
Frente
Verso
Branco White
097
Color Separation
The Label
Cold Stamping (chrome)
Frente
Verso
Cold Stamping Chrome Prata Brilhante
098
The Label
Pantone 2738 C (Blue) and Pantone 485 C (Red)
Verso
Frente
Frente
Pantone 2738 C
Frente
Verso Frente
Verso
Pantone 485 C
Pantone 485 C
099
Color Separation
The Package Color separations for the box. Printing was made using the cold stamping method for the chrome effect, and the other colors described earlier.
Back Verso
100
White Branco
Front Frente
White Branco
ColdStamping Stamping Cold Chrome Prata brilhante
Front Frente
White Branco
Front Frente
ColdStamping Stamping Cold Chrome Prata brilhante
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05. Materials
102
05.3
Materials
For the bottle, standard glass was used for the type of product (in this case vodka). The label was applied directly on the glass, without the presence of any thin layer of plastic or similar material. Everything was made with paint and the cold stamping method for the chrome look. The cap was made with brushed alluminum, without any elements, to maintain a high level of simplicity and sofistication. The box was created using wood, painted with non-glossy black car paint and the brand was applied with cold stamping for the chrome effect in front of the box. Inside it, there is a thick foam coating that houses the bottle and the glasses together, with their respective shapes for easy fitting.
103
05. Legislation
104
05.4
Legislation
The laws used for this packaging project were taken from the Alcohol and Tobacco Tac and Trade Bureau (TTB), and international organ that regulates the theme here shown, each year it checks more thn 100 thousand label of alcoholic beverages to verify if they are in agreement with the law so the consumer doesn’t get confused when buying th product.
1.75 L, 750 ml, 375 ml, 200ml, 100ml or 50ml.
This work must contain the regulation imposed by the TTB as follows:
– Vodka Is defined as a neutral distilled beverage, without any aroma, flavor or color. Like gin, the vodka label must show how many times the product was distilled.
– The label must have the brand of the company that produces the liquid. The name of the brand is used to identify and stock the distilled product. The brand must not make the consumer question him/herself about his/her age, identity, origin and other characteristics on the product.
– Type of beverage The brand must specify with precision what type of alcoholic beverage is inside the package sold. For example:
– Name and address. The producer’s name and address must be visible on the label. However, the producer’s office address may be used, making it not obligated to put the exact factory’s address. – Alcoholic level. A citation about the alcoholic level must be present on the label, in the form of percentage (%). – Health warnings. By law, this information must be put on any alcoholic beverage that has a 0.5% or more alcoholic level by volume. – Country of origin. The TTB and the US Customs (place where this product will be sold) require information about the country of origin that this product is imported from. – Liquid content. The package must tell the customer how much liquid is inside the product. Vodka must be bottled in sizes no other than
Source: www.ttb.gov
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05. Legislation
106
05.4.1
On The Label
The following images show that the product is in agreement with all the laws sated on the earlier pages to be imported by th United States (country where the product will be sold).
1. Name of the brand that produces the liquid 2. Name and address 1
3. Alcoholic level 4. Health warnings
7
5. Country of origin 6. Liquid content 7. Type of beverage
5 2
4 Back
3
6
Front
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06. Mockups
108
109
06. Digital Mockups
110
06.1
Mockups In this chapter, the final product in unveiled in the form of 3D representations of it, also the box open and closed and with the bottle on the side, showing its proportions.
111
112
113
06. Market Shelves
114
06.2
Market Shelves This chapter shows the final product alongside with its competition on a sales stand, to show the success in achiving the goal of this project. The bottle definetely arises curiosity on anyone that passes through a supermarket or licquor store shelf, the brand printed on the front label makes the consumer of the competition at least stops to see what this product is about. It is taller than the competition, also getting a little edge when on more spaced areas.
115
07. Final Conclusion
116
07.
Final Conclusion This project had a big change during its execution all year long. Each month, a new and important detail or chnge was discovered and the project changed a bit. The biggest challenge was to create a brand new visual identity compared to the original vodka bottle. This work is a vision for a product that could help the brand to get a boost in sales worldwide and also to show that the work of a designer is not as simple as most people think. When well executed the result is always satisfactory.
With the research, everything became clearer and more expressive. The graphics found and reference images studied showed that research is a fundamental step for a designer to conclude any job with success and with the quality it deserves.
Every step of the creation process in this work was thoroughly researched and revised and it is believed to have achieved success.
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08. Image Index
118
08.1
Image Index Figure 1. Logotipo da Absolut Available at <http://www.absolut.com>
Figure 15. Foto do processo de criação da caixa By Filipe Dal Gallo
Figure 2. Logotipo da Smirnoff Available at <http://www.smirnoff.com>
Figure 16. Foto da ponte do Brooklyn em New York Available at <http://lifesammitch.files.wordpress.com>
Figure 3. Foto de Sidney Frank, fundador da vodka Grey Goose. Available at <http://www.liquorsnob.com>
Figure 17. Imagem do Chrysler Building Available at <http://www.hsart.com/images>
Figure 4. Logotipo da Grey Goose Available at <http://www.greygoosevodka.com> Figure 5. Foto de drinks de pêssego feitos com a vodka Grey Goose. Available at <http://nomnomnstuff.wordpress.com> Figure 6. Garrafa de vodka da Absolut Available at <http://www.absolut.com> Figure 7. Garrafa de vodka da Smirnoff Available at <http://www.smirnoff.com> Figure 8. Garrafa de vodka da Grey Goose Available at <http://www.greygoosevodka.com> Figure 9. 10. and 11. Imagens do painel semântico de embalagens Available at <http://www.thedieline.com> <http://www.absolut.com> <htto://www.greygoosevodka.com> Figure 12. Foto do Madison Square Park em New York Available at <http://upload.wikimedia.org>
Figure 18. Foto da linha do horizonte de New York Available at <http://www.autonomieproject.files.wordpress.com> Figure 19. Foto demonstrando o grip da garrafa concorrente. By Filipe Dal Gallo Figure 20. Foto demonstrando o grip angular da nova garrafa. By Filipe Dal Gallo Figure 21. Foto demonstrando o ângulo da forma do novo produto. By Filipe Dal Gallo Figure 22. Foto do verso da garrafa By Nelson Alves Jr. (www.focoestudio.com) Figure 23. Foto da frente da garrafa By Nelson Alves Jr. (www.focoestudio.com) Figure 24. Foto do conjunto completo. (Caixa, garrafa e copos) By Nelson Alves Jr. (www.focoestudio.com)
Figure 13. Foto aérea da região do Chrysler Building Available at <http://www.newyorknightsonline.com>
Figure 25. Foto da garrafa com os copos By Nelson Alves Jr. (www.focoestudio.com)
Figure 14. Foto da entrada de uma galeria em New York Available at <http://www.bonjourtelluride.com>
Figure 26. Foto da caixa com a garrafa dentro By Nelson Alves Jr. (www.focoestudio.com)
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08. Bibliography
120
08.2
Design and Color – DREW, John. Color Management. Inglaterra: RotoVision, 2005. – FRASER, Tom. O Guia Completo da Cor. São Paulo: Ed. Senac, 2007. – GUIMARÃES, Luciano. A Cor Como Informação. São Paulo: Ed. Annablume, 2004. – STRUNCK. Identidade Visual do Olhar – 1989 – STRAUB, Ericsson. ABC do Rendering. São Paulo: Ed. Infolio, 2006.
Packaging – CAVALCANTI, Pedro. A História da Embalagem. São Paulo: DPL Editora, 2006. – KOZAK, Gisela. Package Design NOW!. Inglaterra: Taschen Books, 2008. – KRISZTIAN, Gregor. Visualizing Ideas. Inglaterra: Thames & Hudson, 1993. – MESTRINER, Fabio. Design de Embalagem. São Paulo: Makron Books, 2002.
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Articles Nielsen, AC – Executive News Reports What’s Hot Around The Globe: Insights On Alcoholic Beverage Categories – 2008, AC Nielsen – New York, USA.
Web Reference The Nielsen Company Available at <http://www.nielsen.com.br> Grey Goose Vodka Available at <http://www.greygoosevodka.com> Vodka Tastings Available at <http://www.tastings.com> Smirnoff Vodka Available at <http://www.smirnoff.com> Absolut Vodka Available at <http://www.absolut.com> Clube da Vodka Available at <http://www.clubedavodka.com.br> Alcohol and Tobacco Tax and Trade Bureau Available at <http://www.ttb.gov>
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