Create a drink based on a location.
Choice of location, Birmingham due to its rich industrial
Label is based on factories that were common during the Industrial Revolution. Featuring 6 chimneys: 3 on the front and 3 on the back. This reflects the product is 6 times filtered.
The name 1772 corresponds to the date Birmingham’s first canal was completed. This canal was built to transport coal for the Duke of Bridgewater from Birmingham
TRANSFORMATION - SMART LABELLING
When customers initially see the product, at point of sale, the vodka is clear. When opened for the first time the activated charcoal drops from the lid into the vodka. This filters the vodka for a final time; from 5 times filtered to 6. Once the vodka is black, the label becomes more visibly obvious.
When the charcoal drops the 'number of times filtered' indiction on the front of the label also changes, again, from 5 times filtered to 6.
The charcoal creates the effect of smoke coming from the chimneys.
LEAD UP TO LAUNCH
The launch would initially use a series of teasers to build upon and capitalise on the industrial theme and location of the product.
The tunnels of Birminghams canal network would be stenciled (with removable paint) detailing the 1772 logo.
This next stage would see the emergence of teaser posters. Here, the 1772 logo would accompany the word 'vodka'. This would give further insight regarding the forthcoming product release.
The different versions of the posters above would be put up randomly in a phased approach in different locations. As such, more and more information would slowly be revealed each time a new poster
The official launch of the product will use old and new chimneys which will feature the 1772 label. This will give the brand immense exposure due to the scale and the prominence of the chimneys.
This will give a new lease of life to these old forgotten chimneys.
The '5 times filtered to 6' process of the product would be illustrated by means of a mechanical or electronic display.
This will alternate from a clear to black bottle.
An alternate design would be based on the shape of a chimney.
This would make the bottle more prominent as well as fitting in with the identity of the brand.
The alternative bottle would be displayed on a case, corresponding to the label of the product.
ON A BAR
The display cases will create the illusion of a factory setting.
bar on the canal
BAR IN A NARROW BOAT
Once the drink has launched there will be various narrow boat bars which will travel around Birmingham’s canal network.
On board, you will be able to drink the vodka in a mixture of cocktails or simply buy a bottle to take home.