Experts on Spirits
Welcome to the series “epda experts on …”
In this edition we take a look at SPIRITS, a sub-category of the beverage sector but a very specific and important one. Our review takes us from Belgium, Greece, France and Germany/US to the east of Russia.
Quatre Mains, Belgium: A Crusading Design Journey
Inspired by the rich and intriguing stories of the bold and brave knight ‘Baldwin IX, Duke of Flanders’ and first emperor of Constantinopel, we created a design for Baldwin’s Gin which asked to evoke the fascinating world of the Middle Ages. Baldwin had an important influence on the fourth Crusade and helped to introduce Juniper from the Holy land to the Flemish countryside. So in turn, we introduced the iconic Crusaders Cross as an impactful brand symbol, used literally as a window to this inspiring world. By looking through the cross, a typical medieval illustration showcasing the story of Baldwin’s life appears before your eyes, inviting you to participate in his intriguing journey. The deformation by the liquid adds an extra mysterious touch to what you see. All of this emphasized by a powerful colour setting on the inside of the label. Both the boldness and nobility of Baldwin blend perfectly together in throughout the design thanks to the use of a metal engraved bottle cap and a refined attention to detail. The stamped batch and bottle number establishes each bottles unique quality.
Raison Pure, France: Clan Campbell special edition
Raison Pure was asked to create a striking, iconic special edition for Clan Campbell that would be launched and exclusively distributed at the end of the year.
The brief was to develop a pack design that is powerful and radical. The result is a bold and iconic pack with a textured surface.
At the heart of the pack design is an emblem reminiscent of a brooch dissected along its vertical axis by a sword and imagery that embodies the spirit of a strong warrior.
Dark contrasts, a textured surface and embossed images underscore the brand personality of a Highlands icon that is associated with virility and premium quality.
Bailey Brand Consulting, US and khdesign, Germany: Stetson Kentucky Straight Bourbon Whiskey for Schwarze & Schlichte
khdesign was asked to support the launch of an original American bourbon under the umbrella brand Stetson for the client Schwarze & Schlichte. This required an extensive brand and market analysis in Germany and the United States. For this reason the epda members Bailey Brand Consuting, Philadelphia and khdesign, Offenbach, collaborated at this project.
On the basis of a data research a communication strategy was developed that takes John B. Stetson, founder of the brand and inventor of the original cowboy hat, center stage. His famous quote “Make things right and the best they can be” is the basis of the brand image and embodies the premium character of the whiskey. All means of communication – from packaging design through to the website, the trade show appearance and to the print as well as the online advertising – that were developed by Bailey Brand Consulting and khdesign follow this holistic approach and thus form a credible and successful brand.
Dochery Branding, Russia: Premium long-term aged brandy Dugladze
The task was to unite in one product line all the range of premium long-term aged brandy produced by the company Dugladze. Brandies with the names “Tbilisi”, “Eniseli”, “Gremi” and “Vartsikhe” (the names of the large Georgian cities) are rather widespread among the producers of strong alcoholic beverages in this region. Practically each producer has a similar product line. On the one hand, it is quite good as these names guarantee a certain taste and quality to the consumer; on the other hand, new players on the market find it rather difficult to compete with the large and old alcoholic companies when there is a necessity to make a choice between them. As Dugladze Company is a rather new player on the market of strong alcoholic beverages, it was important to reveal its essence in design of packing and to tell about a responsible approach to production. So that is how appeared the balloon with Dugladze Brothers flying above their lands and their own vinery thus controlling the production process.
Thus, we expanded the color scale, habitual for the category of premium brandies to emphasize modern approach and progressiveness of the producer.
We consider that such packing will attract the attention of the high quality strong alcoholic beverages devotees.
Dragon Rouge, Paris: Tom’s Town, a renewed vision of origin, via unique storytelling
Thomas Joseph Pendergast (1873-1945) was a political boss who controlled Kansas City from 1925 to 1939. As such, he refused to abide by the Prohibition Law and became know as “King Tom”, using his influence and connections to help elect politicians and hand out government contracts. Kansas City in the 1930’s became the Vegas of its time: filled with nightclubs, saloons, joints and speakeasies, making it a hot, wide, open town.
Today, Tom’s Town brand is bringing this story back to life: From positioning to naming, with a design inspired by the Art Deco period, we captured the unique spirit of freedom that lived in Kansas City at the time through a range of products named after the colourful characters of the time (Pentergast’s Royal Gold, McElroy’s Corruption Gin, Eli’s Strongarm Vodka).
Launched in Kansas City, along with the grand opening of the distillery and tasting room, Tom’ Town has already won numerous awards and is starting to distribute in several states.
Yalos Branding Intelligence: Discovering the premium version of the No. 1 spirit of Greece
After the branding success of Ouzo Plomari, the leading Greek spirit drink, we were aksed to brand its new premium version, called “Adolo”. Our target audience are opinion leaders who dare to challenge themselves with new choices. The retail environments are a selection of contemporary bars, gourmet restaurants and of course, glamorous parties. “Adolo” is a really special spirit, subject to three stages of distillation in order to keep the most valuable part of “the core”. Since, packaging has been proven to be one of the most critical factors in the marketing efforts and ultimate success of a spirit brand, we implemented our expertise packaging design on three axes:
• Transforming the traditional character of the well established brand of Ouzo Plomari, to an upmarket visual impact.
• Harmonising the experience of the elegant flavouring of the spirit, with the shape of a crystal clear elegant bottle.
• Incorporating the visual elements of the distillery brass kettle and hence delivering the look & feel of copper.
Thus creating the first premium ouzo brand of Greece, exporting in more than 30 countries.
DDC Lab, Russia: Russian Speech vodka by Spiriti group
Russian Speech is a classic product of Russia. It is a modern vodka evocative of frosty Russian winters, the sombre melancholy of autumn and Russia’s grandiose Elizabethan baroque, combined with vibrant modernity. The production of Russian Speech vodka is based on long-standing tradition but employs modern equipment, innovative technology and stringent quality control. The authenticity of the vodka is guaranteed by a combination of several individual elements.
The bottling of Russian Speech is French in origin. With its slim elegant shape, heavy bottom and frosted glass, the bottle is a premium product in its own right and is easy and comfortable to hold. One of the main characteristics of the Russian Speech bottle is the window-lens, which is framed by an ornate border worked in silver and gold relief, like an elegant mirror that might adorn a palace of the Russian Court. Russian Speech is capped with a plastic cap on a cork stopper in accordance with the traditional practice of using corks and caps used when vodka was still known as bread wine. Modern standards require the additional protection of a sticker taped over the top of the cap and the bottle neck.
Russian Speech has been adopted by upwardly mobile, wealthy, contemporary Russians as an iconic lifestyle product. It can be seen at business meetings and social events, fashion events and candlelight dinners – Russian Speech is always present where society is at its most vibrant, successful and confident.
Dragon Rouge France
Patrick De Grande
Yalos Branding Intelligence
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