Expansion of the brand's product portfolio is the development of RAKAUD drinking water for Lux-Alko.
B&H previously developed the RAKAUD brand for the vodka of the same name. Almost immediately, it was decided to simultaneously release water under this brand. The decision was justified by a special request of the target audience and conditioned from an economic point of view. But not only economic preconditions gave rise to the launch of RAKAUD water production - the ideological basis of the brand is excellent for natural drinking water.
The form factor of the bottle used in the form of a drop perfectly suited the developed ideology of the brand. As well as its striking distinctive feature: spiral lines on elongated shoulders, made in glass, which stylistically resemble the mountain terraces of the village of Duakar (the starting point of the ideology of the RAKAUD brand). Green glass was chosen for 0.33l and 0.75l sparkling water, transparent glass for 0.33l still water.
The set of labels includes a front and a back label. The front label is made of heavy duty white paper with cut-outs. The shape and landscape features of the mountain are applied to the label using silver embossing technology and the use of tactile varnish. Using the same techniques, transverse stripes are applied to the label, stylizing the appearance of the recognizable mountain terraces. All texts, including the logo, are executed in dark blue, referring to the cold and purity of mountain water, glaciers and the high sky of the highlands.
Water and vodka "RAKAUD" have created a complex of two products, the specific cycle of consumption of which runs in parallel in similar situations. As the task implied, the products decorate the dining table, allow its owner to openly demonstrate pride in the nature of his native land. Visualization of RAKAUD water supplements and reveals the competitive advantages of the vodka of the same name, and the characteristics of vodka, on the contrary, increase the value of water in the eyes of the consumer. “RAKAUD” receives positive consumer recommendations and comments, which make it clear that the local audience easily guessed the anagram of the name and shared the brand values thanks to the well-done branding work.
