Design: Navya Rela
Project Type: Student Project
School: Raffles design international
Tutor: Chaity Tan
Packaging Contents: Wine Cocktail
Packaging Substrate / Materials: Ceramic Bottles
Printing Process: Digital Printing
SOLA is a Concept Proposal for Sula Vineyards, which is a winery and vineyard located in the Nashik region of western India,180 km northeast of Mumbai. SOLA is the brand name for SULA’s range of wine cocktails. SOLA stands for, S – Social, O – Outgoing, L – lively, A – Adventurous. SOLA depicts the kind of mood for each flavor. The flavors are SOCIAL SANGRIA, OUTGOING MIMOSA, LIVELY BERRY and ADVENTUROUS MANGO. The four moods depicted are also the after drinking effects among young people. SOLA is for the young generation as the four words are the qualities of the young generation. Therefore SULA represents its target audience very well. The entire design proposal is based on Memphis art as it is influenced from pop art which is vibrant and bold just as the youth of the country.
SOLA bottles are ceramic bottles with labels that are printed on transparent sheet.The bottles are designed using Memphis art as it is vibrant which represents our young generation .The lines and the bubbles used represent the nature of its cocktail. The cocktails are bubbly and juicy.
The series of Ad campaign posters depict various moods of the people after drinking. For instance some people can be very social after drinking. Social Sangria’s bottle has a girl using her phone which represents her kind of being social. In corona times social media is the new face for socializing.Each bottle has its own kind of girl. The tagline asks people to drink if one of the SOLA Flavors is their type of mood after drinking. The bottle only shows girls but the tagline has different meaning for guys as it asks them to drink if a flavor is the type of the girl they’d like.
The brand SOLA can be promoted using Playing cards as it helps in socializing with people. It is fun and a great way to hang out with people. It also promotes drinks hence is an appropriate promotional item for SOLA wine cocktails.
I have created the project from the scratch. It is unique because it really represents the young culture through its design concept and the brand name and the ad campaign. The brand identity is unique and is not only made after seeing the market tendencies but the consumer’s behavior in reality. India does not have many wine cocktail brands. As the lifestyle has changed over time and has become faster it is time to bring the RTD(Ready to Drink) culture in the country as it saves time, does not involve much effort and allows individuals to drink while traveling. SOLA is indeed the new face of the drinking culture in India.