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SVOE MNENIE, Moscow / THE HIDGATE LTD / 2017

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Overview

Background

When could customer pay more? 77% of recipients told that they wouldn’t scrimp on a high-quality product, on the other hand, 65% agreed that they most likely overpay for the brand with an added historical value and the other 40% choose products only by their packaging design. We have decided to conquer them all with our brand new absinthe.

Agency faced a remarkable challenge to make the premium brand of a modern absinthe that would express versatile nature of a product and reflect the personality of the audience with the help of the ambitious design.

The object was to build a strong brand with a deep meaning and provocative but elegant visual identity which can catch the attention of trendsetters from a café society.

The first batch of the product was produced in the amount of 50,000 bottles. The official sales have been started on the 1st of October 2017.

Execution

The design is destined to create a unique fusion of fauvism, expressionism and action painting with the provocative but delicate allusion of two infamous inventors of absinthe. The abstract visual identity of a brand perfectly matches its bohemian personality. An intrigue of a product inspires a desire to taste this enigmatic drink.

The absinthe was designed to be as fascinating as its remarkable connoisseurs. Sex-sales communication has a great influence and implication on the target audience. Expressional combination of orange, blue and red allows the product to become noticeable both on the shelf and in the bar. Rough and barbaric brushstrokes aimed to express the complexity of author’s vision as well as the complexity of a drink’s palate.

Driven by a vision of an absinthe that resembles modern art but with hints of traditional heritage, we tried a variety of concepts based on minimalism, optical illusions, and even breast marks.

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