Welcome Upstream Gin – a new product that takes you into a boat journey across the River Thames. The river’s circuitous course becomes the symbol of the product for a reason. English origin and classical recipes brought us to the embankment of the most well-known river in London. The same way you go deeper with your gin experience, you feel its taste flow. Explore sudden turns and get unexpected taste sensations.
Background: In Russia, we have mixed feelings about gin. On one hand, we know that this beverage means traditions, good quality and old-fashioned sensations. On the other hand, it was popular as the part of a cheap ready-to-go cocktail called gin-tonic. So, we seldom choose it.
Insight: I would taste gin if it were fashionable and had unusual flavour, or it showed my exclusive taste a kind show off experience.
Idea: We create Upstream Gin – a new product with a special packaging design that distinguishes the bottle among other beverages from the first sight.
Solution: We create a unique bottle shape – it is recognisable even without a label. So later it becomes a strong visual element of brand identity. The River Thames is known as the main symbol of London as it flows through the whole city. That is why we use the Thames river flow on the label to emphasize its English origins. The laconic design brings us a modern touch and dynamics. Our product range contains different berry mixtures that suit popular cocktails.
Brand audience: Young experimentalists and hedonists, 25-30 years old. They are looking for new experiences, are open to everything new and love to learn more about the world. Nevertheless, everything that happens to them should bring happiness and delight. Brand positioning: Gin for those, who enjoy life. Upstream Gin offers a range of various tastes to experience the moment every time in a new way. A wide range of choice will be an ideal base for fashionable cocktail-mix. In the range of flavours you can find classic juniper, bilberry and strawberry. Upstream Gin brand truth: diving into the taste.
- Agency/Creative: Lilit Vartanyan
- Article Title: Upstream Gin Packaging Design Concept by Lilit Vartanyan
- Organisation/Entity: Student, Non Published Concept Design
- Project Type: Packaging
- Agency/Creative Country: Russia
- Market Region: Global
- Project Deliverables: Brand Creation, Brand Naming, Branding, Packaging Design, Product Architecture
- Format: Bottle, Box
- Substrate: Glass Bottle