ʻO Boho Ras ʻo Ka ʻūhā na Abhijeet Thakur he mea lanakila hanohano loa o ka 2020 A' Design Award Kala ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.

KalaʻUhi· 2020

Boho Ras ʻo Ka ʻūhā

na Abhijeet Thakur

Mea Kūʻai: Abhijeet Thakur

Mea Lanakila A' Design Award Kala ma ka Māhele ʻUhi

38,504

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #101804

Kipa i ka Pūnaewele Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Boho Ras ʻo Ka ʻūhā

Ke kūʻai aku nei ʻo Boho Ras i nā pōkoki i kālai ʻia me nā ʻuhane ʻĀina maikaʻi loa. Lawe ka huahana i ka puʻu Bohemian, ka mea i lawe i ka ke ʻano hana like ʻole ma ke ʻano a me nā ʻike no nā huahana ʻo ia ka kiʻi abstract o ka buzz i loaʻa i ka mea kūʻai ma hope o ka inu ʻana i ka cocktail. Ua hana maikaʻi ʻia ia e hoʻokō i ka waena waena ma kahi e hui ai ka Global a Local, kahi i kau ai lākou i ka palapala Vocal no ka huahana. K kūʻai aku ʻo Boho Ras i nā ʻuhane maʻemaʻe i nā hue 200ml a hoʻopiʻi i nā pōpoki i 200ml a me nā hue 7 ml.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Kala

Ua lanakila ka hoʻolālā Boho Ras ʻo Ka ʻūhā i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Boho Ras ʻo Ka ʻūhā he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Boho Ras ʻo Ka ʻūhā e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: Boho Ras is a brand which makes the finest pure distilled local spirits and also sells packaged cocktails made from these spirits.
Local spirits are available in 200ml bottles and cocktails are available in 200ml and 750ml bottles
Nā Ana a me ka Hoʻopili: The "Pure spirits" and "Cocktails" small bottle (200ml) will be approximately 250mm in height and the labels will be 145mm in height.
The "Cocktails" big bottle (750ml) will be 350mm in height and the lables will be 240 mm in height.
The "Cocktails" lables will have a semicircular curve at the top to resemble few local spirits lables available in India.
Nā Lepili: Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
ʻEnehana Hana: The product will be available in select stores and outlets of the brand itself as the cocktails are made by hand and in batches overseen by professional mixologists.
The "Pure spirits" and "Cocktails" both are available in 200ml small glass bottles. Only "Cocktails" are available in big 750ml bottles.
Pilikia Hoʻolālā: The hardest part was finding a middle ground between these two Local and Global culture and developing a visual language which will appeal the target audience as it is a premium product but still looks like its a local brand.
The Nomenclature was also difficult to finalise as there were many options and none of them gave the exact Phoneasthetic that was required to appeal to the customers.
Noiʻi: Type of Research-Study of existing brands, their offerings and USP's
Research Objective-To understand the market scenario, needs of customers and what are the fields where we can provide a better product.
Methodology-One on one interview, surveys and questionnaires.
Data Collection and Research Tools-Online forms, Group and solo interviews, S.W.O.T analysis and competitor study.
Insights-The target audience wants something that binds both ends of alcohol consumption which are premium cocktails and locally produced spirits.
Effect of research on Design-The research provided a very precise direction to work in which is that the design should be a fusion of both the cultures but as the target audience is in India it should be vibrant, artistic and should have that classic appeal to it.
Hoʻoulu Manaʻo: Many brands sell ready to drink cocktails but no one has ever tried to sell pre-packed cocktails made with local Indian spirits. Indian spirits have a very unique story and taste to it. And the alcohol content in them is high so they can also give you a nice buzz.
Abhijeet wanted to design a brand which did so and by giving it a fusion feel mixing Global and Local creating "Glocal" vibe around the brand.
The brand has a Bohemian look and feel to it as the target audience is looking for a multi-sensorial experience.
Ka Lōʻihi o ka Papahana: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Kaʻina Hana: The overall packaging of the product attracts the customer as no one has ever tried a cocktail made from Indian spirit so they will be interested.
The product use is as simple as open the bottle pour in a glass or consume from the bottle.