Faberge Art's
Brand: Imperial collection Faberge Art's Client: SDS
Development of positioning, communication and creative strategies, glass shaping and packaging stylistic solutions, development of the concept of an exhibition stand, website and other advertising media as part of a comprehensive project to create a premium brand of vodka.
Task
The goal of the project is to create a bright super-premium brand of vodka. The brand's audience is 40-60-year-old men with much higher income than the average. Having reached a high status in the society that respects themselves and their achievements, they are proud of the past and present achievements of the Fatherland. The project features several target groups: immigrants, foreigners, wealthy people and aspiring businessmen. A mandatory condition of the project was the requirements for the highest quality of execution of all branding elements.
The goal of the project is to create a bright super-premium brand of vodka. The brand's audience is 40-60-year-old men with much higher income than the average. Having reached a high status in the society that respects themselves and their achievements, they are proud of the past and present achievements of the Fatherland. The project features several target groups: immigrants, foreigners, wealthy people and aspiring businessmen. A mandatory condition of the project was the requirements for the highest quality of execution of all branding elements.
Decision
The idea of "traditions of Russian high society"is the basis for creating the design concept of packaging. As a visual image, the themes of Carl Faberge's works were used as a symbol of the highest manifestation of taste, the peak of jewelry art and enduring historical value. The concept was implemented in two directions: an exclusive gift set and a traditional bottle as an element of promotion of the set and as an independent object of consumer demand.
Brand design аnd packaging concept
The luxury of the Empire, typical of the Imperial era and Palace interiors, served as creative inspiration for the Agency, which actually recreated the objects of Faberge's early work. Empire is also one of the favorite styles of country estates of modern consumers of the brand. The Empire-style decor is a beautiful exterior for the promotion of the brand. This visual connection between the two eras runs through the entire project.
Drinking culture in Russia includes a special table etiquette. Traditionally, in aristocratic homes, water was served in a decanter. For the gift packaging, the Agency used the idea of an exclusive gift in the tradition of the Faberge jewelry house. The creative game of matching jewelry-a gift and a case for a decanter of vodka brings a mood of surprise and celebration. An elegantly executed set in the shape of an Easter egg is decorated with a mass of fine decorative elements of the Royal heraldry.
Creative concept of the brand
Refined, and at the same time functional, the case serves as a bed for a decanter with a drink and four glasses, repeating the outline of the case.
The bottle is decorated in architectonic fragments related to the case and decanter and can be used as a replacement cartridge of the set or as a separate product.
A new interpretation and combination of Russian jewelry and vodka art based on the work of one of the greatest masters of the 19th century, who conquered the world with his art, allowed the Agency to create a striking modern work of decorative and applied art. Hand-pasted semi-precious stones and 24-Karat gold leaf coating emphasize the premium and high status of the product, as if transferred to our time from another era.
Branding elements. The design of shaping eagle
All the decoration elements of the package are made with jewelry precision and attention to historical details. The appeal to the solar symbol archetypes emphasizes the brand's ideological goals - creating a brand image that reflects the cultural code of a great country with a great history.
The Imperial eagle crowning the gift-wrapped dome was recreated by Italian sculptors based on detailed sketches and drawings by the Agency. The pedestal for the gift package was a Quadriga of mythical griffins-signs of Imperial power over two elements: air and water.
The strategy of forming
Creating a prototype of packaging identical to the future object allows the Agency to take into account and provide for the smallest details and nuances before transferring the packaging to production. Regardless of the complexity of the shaping concept being developed, Soldis implements the visual concept of the brand without loss of quality at each stage, up to the creation of the final product.
The complex dome shape of the gift packaging develops the idea of Imperial solutions in the world's architectural masterpieces.
Royal lilies, a niche under the brand, as well as a complex composition of details on the dome of the bottle make up the subject ensemble.
Corporate identity strategy
The right to brand creations with the coat of arms of the Empire was granted to Karl Faberge by the Emperor himself. In memory of this event, the corporate identity reflects the symbolism of the Imperial power. The use of materials typical of the tsarist times and the font style seem to take consumers back to the times of the great Russia of the past.
HoReCa Strategy
To promote the brand, Soldis has developed panoramic promotional stands with lighting that demonstrate the brand's line. Promo stands are designed for cafes, restaurants, hotel halls and thematic exhibitions. The pedestal and dome of the promo stand accompany the design of the gift packaging. The use of gold leaf and natural semi-precious materials in the design of the promo stand reflects the super-premium character of the brand.
Concept of advertising materials
To support the launch of the brand, Soldis developed a series of promotional materials that tell the audience about the new product. A series of slogans developed by the Agency reflects the brand's communication goals.
The slogan of the first flight
The slogan "Owning yourself, you own the world", supported by the image of the world map integrated into the packaging, suggests the type of behavior when using the product. The slogan "Everything is in your power" reflects the nature of the audience's life. The visual range of the poster emphasizes the status of the brand's consumers, who rise above the everyday world.
“The Imperial Collection Faberge Art set worksboth as an independent unit and as a deadliner for promoting a mass product. The project’s ultimate goal was to create a brand - a symbol of pride in Russia, reflecting the cultural code, history, spirit and achievements of the Russian empire. To this day, the brand is distributed both in the domestic market and around the world”, - comments Arseniy Soldau
