Boho Ras I-Cocktails Ezifakelweyo ngu-Abhijeet Thakur

Uyilo olubizwa ngokuba yi-Boho Ras I-Cocktails Ezifakelweyo olwenziwe ngu-Abhijeet Thakur ngumwini obekekileyo webhaso elinobukhazikhazi le-2020 Ibhaso Lesilivere le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lwePakheji.

IsilivereIpakheji· 2020

Boho Ras I-Cocktails Ezifakelweyo

ngu Abhijeet Thakur

Umxhasi: Abhijeet Thakur

Umwini we-Ibhaso Lesilivere le-A' Design Award Kudidi Lwe-Ipakheji

38,504

Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#101804

Tyelela iSayithi Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Boho Ras I-Cocktails Ezifakelweyo

I-Boho Ras ithengisa iipakethi zepakethi ezenziwe kunye nemimoya yaseIndiya egqibeleleyo. Imveliso ithwala i-vibe ye-Bohemian, ethimba i-unconventional artistic yokuphila kunye nokubonakala kwemveliso kukubonakaliswa okungathandekiyo kwe-buzz efunyanwa ngumthengi emva kokusela i-cocktail. Ikwazile ngokugqibeleleyo ukufezekisa i-midpoint apho i-Global kunye neNdawo bahlangana khona, apho bafaka khona ukwenza i-Glocal vibe yemveliso. I-Boho Ras ithengisa imimoya emsulwa kwiibhotile ezingama-200ml kunye neepakethi ezifakwe kwi-200ml kunye neebhotile ezingama-750 ml.

Ukuqatshelwa

Malunga ne-Ibhaso Lesilivere le-A' Design Award

Boho Ras I-Cocktails Ezifakelweyo ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Boho Ras I-Cocktails Ezifakelweyo iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Boho Ras I-Cocktails Ezifakelweyo yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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
Imilinganiselo nePakishini: 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.
Iithegi: Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
Ubuchwepheshe Bokuvelisa: 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.
Umngeni Woyilo: 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.
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India.
Ukuhamba Komsebenzi: 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.