• Add to Collection
  • About

    About

    As new ILLVA designer, one of the first project I dealt with, was the redesign of the second brand product of the Comapny Tia Maria. The last res… Read More
    As new ILLVA designer, one of the first project I dealt with, was the redesign of the second brand product of the Comapny Tia Maria. The last restyling of the label was made in the 2011 by "LFH illuminating brands" this time instead of an external Agency, the Company decided to develop the project internally, so they give it to me. Read Less
    Published:
As new ILLVA designer, one of the first project I dealt with, was the redesign of the second brand product of the Comapny: Tia Maria. The last restyling of the label was made in the 2011 by "LFH illuminating brands" an English Agency. This time instead of an external Agency, the Company decided to develop the project internally, so they give it to me.
THE PRODUCT
The story-telling of the brand dates it to the 18th century, and it's origin from a recipe gived from a noble woman to her nurse Maria. The main flavour ingredients are coffee beans, Jamaican rum and vanilla.  The product is mainly consumed by a female target that drinks it mixed in cocktails like Tia Espresso. So both his story both shis consumption has a feminine characteryzation: that is someting to remember in the restyling.
GLASS
The creative idea of the glass, starts from a bottle of beer from Parma, which affects me for its original shape, that from a square base, becomes round on his shoulders.
With this example, I ask the Bormioli glassware to create a more  curvy and sexy shape. The resutl is a more tall and slim bottle, than the previous, and whith a better "size impression".
LOGO
LABEL OPTION.1
The first proposal is a direct variation of the actual label, but with the aim of bring the elegance and style of the Rum on the product. The identified characteristics to use for this are: a gold serigraphy and the great importance of the logos.

LABEL OPTION.2
The second proposal, wants to be more graceful and feminine: the inspiration is to dress the bottle, as if the bottle was a woman, and label was a dress or a corset. I made a single label that make both as a front and as back label. To enhance this choice, I proposed to grind the bottle and put the shiny label on an opaque glass.
LABEL OPTION.3
The idea is to take two iconic elements: the coffee berry, and the Jamaican butterfly; and create a label that breaks completely with the past.The old elements becomes a round and soft shape: two red oval shapes that represent the coffee berries and that together look like a butterfly.

LABEL OPTION.4
The last one is a more academic restyling. The shapes of the actual label are transformed into two shape overlapping. They are united not in the center to move the visual weight to the left, and animate the total label figure which is very static compared to the other options.

EYETRAKING
Using the eye-tracking and the biofeedback we measured the recognizability and the perceptive effectiveness of the new Tia Maria pack, compared to the current pack. The eyetraking  follows the eyes movement detecting the corneal reflex through the infrared allowing us to know: what a person is looking at, and how long focuses on the details.

FINAL RESULT
The production and distribution of the new Tia Maria begins with the UK market in late August, considering the rotation of the product on the shelf and the warehouse stock of the dierent countries. The result is a new and graceful bottle that enhances the brand and its premium positioning.
See more at my website: pels.it