A New Modern Blenders Pride for a New Modern India
Pernod Ricard’s Blenders Pride is India’s leading premium admix whisky. Its popularity is due to its exceptional quality and uniqueness in taste; a blended whisky of imported scotch malts and select premium Indian grain spirits. Blenders Pride is the only premium whisky from India made from grain spirit, whereas others are made from molasses.
In recent years India has emerged into a new successful, confident, economically independent and lifestyle conscious India. Claessens Cartils was asked by Pernord Ricard India to redesign the bottle and brand presentation of Blenders Pride to fit this new India.
The new bottle, label presentation, as well as the new gift box are a more contemporary presentation, signaling premiumness, style, and success, whilst keeping the core values of the brand alive. Making Blenders Pride the brand of choice for young successful individuals, with a discerning taste and a lust for the bohemian lifestyle.
New approach to Avery Dennisson Fasson marketing
Avery Dennison is one of world’s largest suppliers of Pressure-Sensitive Materials with world-wide sales of $3.6 billion in 2008 in this category. Their customers should be able to experience the full portfolio of offerings. Starting from its ample experience in label design, Claessens|Cartils was challenged to address the tactile elements, i.e. the visible and touchable elements of the product (in this case, the label) that play a key role in the consumer purchase decision.
The agency supported by developing three fictional designs for the beverage industry which integrate a range of styles and finishes (e.g. raised print, metallic colouring, etc) suitable for transfer to a range of paper or film surfaces.
The tactile uniqueness of the more classic champagne label is created by combination of debossing and tactile varnish (raised print). The execution of the crest is distinctive because it is hotstamped and at the same time debossed.
The second design, a more modern champagne label, is outstanding due to its matt expression combined with tactile spot varnish, as well as use of holographic hotstamp foil and embossing.
For the water bottle, the transparency of the label was used as inspiration for the see-through concept. The back label is unique because it has a two-sided expression, although print is only one-sided.
The champagne labels and water bottles were handed-out on the Labelexpo Europe 2009 and will be available in Avery Dennison Fasson sample swatchbooks in 2010.
