Boho Ras Ko Nga Pepeke Parani nā Abhijeet Thakur

Ko te hoahoa Boho Ras Ko Nga Pepeke Parani nā Abhijeet Thakur he kaitoa whakahirahira o te 2020 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Takai.

HiriwaTakai· 2020

Boho Ras Ko Nga Pepeke Parani

nā Abhijeet Thakur

Kiritaki: Abhijeet Thakur

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Takai

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #101804

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Boho Ras Ko Nga Pepeke Parani

Kei te hokona e te Boho Ras nga kukupa i hangaia e nga wairua Iniana pai rawa atu. Ko te hua e kawe ana i te kaihoahoa Bohemian, e hopu ana i nga momo mahi toi-kore, me nga tirohanga o te hua ko te whakaahua o te makawe ka riro i te kaihoko i muri i te inu i te kokonga. Kua tino pai tana whakahaere ki te whakatutuki i te maatatanga o te huihuinga o te Ao me te Takiwa, ka hono atu ratou ki te whakatuu a Glocal mo te hua. Ka hokona e te Boho Ras nga wairua parakore i roto i nga pounamu 200ml me nga kakano kikii i te 200ml me te 750 pounamu.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Boho Ras Ko Nga Pepeke Parani te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Boho Ras Ko Nga Pepeke Parani he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Boho Ras Ko Nga Pepeke Parani he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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
Inenga & Pēketanga: 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.
Tūtohu: Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Rerenga Mahi: 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.