Design: Apus Agency
Project Type: Produced, Commercial Work
Location: Moscow, Russia
Packaging Contents: Alcohol products
Packaging Substrate / Materials: Glass bottle, European packaging cardboard, paper
Printing Process: Silk-screen printing, offset printing
The group of companies has a special expertise in alcohol business and provides a full range of services in connection with the launch of alcohol produce on the market: from the import of raw materials and creation of recipes to wholesale and retail sales of beverages.
The agency was faced with a task to create a new brand on the niche market, characterized by high appreciation of traditional business model and unwilling perception of anything new. With the help of this brand, the group has to level up and to present its expertise abroad, including CIS countries, eastern and western Europe. The agency had to suggest a title for the brand, which would be clearly understood in both cyrillic and in latin.
Having analysed assets and values of the new brand, the agency has come up with an image: a producer from the world of drinks — an expert who will suggest the main ingredient to make the drink work.
We suggested the title SPIRITUS — from latin «spirit, soul, life force» — an important immaterial essence of any creature and a slogan «The main part of your drinks» to complement the naming and highlight the main direction of the company’s activities — creation and promotion of alcohol products. Together they work for positioning the product, created «with mind and soul».
Typographics play an important role in the project. Font composition of the logo is typed with contemporary geometric grotesque Campton and has its own strict construction system. Except for the title, the logo also features the foundation date “EST — 18”, which underlines young and modern character of the brand, but at the same time its commitment to traditions.
Byline design with a long dash and full justification allows to adapt its meaning to various carriers, saving the visual identity of the brand. (For example, departure and destination points indicated on transport).
The graphic sign combines three symbols: S – first letter of the title, snake – temptation, wisdom, secret knowledge, and grape – symbol of fertility, abundance and alcohol. The sign has two variations: a clearer corporate one without a shield for b2b, and a sign with a shield for b2c. In this case the shield helps the small sign to not get lost on a transparent bottle.
Aristocratic dark blue of conceptual electric tone and classic golden were chosen to become the main colors of the brand – combined, they support the character of the brand: fresh, modern, but at the same time respectful to traditions.
The box is made of thick European packaging cardboard, offset printing is using brand panton which also looks laconically. A rare pattern is created using the brand logo inside.The post-printing processing is made hot stamping matte gold foil for the symbol of grapes in the logo and headings.
For the label is selected smooth black tinted in the mass design paper. Basic information is applied with the white color, using silk-screen printing method and also there are decorative elements made using the blind stamping.