Core Design
With Indian travelers now making frequent excursions to international destinations are quickly evolving in their discerning taste of world gourmet. The consumers now expect the same experience from establishments who promise to provide gourmet foods in India. The client therefore presented the challenge of creating a distinct identity to differentiate itself from the traditional bakery, café and restaurant concepts prevalent in India. It was also important to keep the identity classy and understated, while exuding a feeling of warmth and comfort.
The identity hence evolved comprised of an elliptical enclosure clearly highlighting the brand identity, with crescent strokes on either sides symbolizing dynamism and vibrancy. A dark grey color depicted conformity trait thus establishing a deep rooted connects to traditionalism and also reflecting an individualistic personality. Motifs were added to bring about elements of class and a touch of the old Patisserie tradition.
The premium whisky segment (IML) is traditionally dominated by couple of established brands having a strong equity with the consumer and with their easily recognizable bottle style. ALCOBREW wants to make quick inroads in this segment giving the discerning consumer another choice of a premium product.
The message needed to be well communicated to break the hegemony of entrenched players, inviting the consumer to experience the product. Towards this, Core Design provided a distinct visual language and a signature bottle style to establish a strong connect with the end consumer. Also, an element of inquisitiveness was created on the packaging to complement the signature style of the bottle.
Highland Alco Spirits wanted to make its foray into highly competitive Deluxe Whisky market which has been dominated by some well established brands. The design effort required a 360 degree approach to define a platform to launch the new brand.
Building the brand ground up necessitated understanding of the segment as well as consumer insights to arrive at brand names, colour palette and visual elements which would resonate well with this segment. A radical approach with deep rooted category cues in bottle styling and colour palette was leveraged to launch the new brand. Visual language created reflected across all touch points and brand communication.
Highland Alco Spirits set its goal to create a platform to launch brands across the liquor market segments. The key brand attributes desired were maturity and authenticity. The brand semantics incorporated elements and associated colour palette that manifest the timeless "spirit" of the offering.