YCN Student Awards (Bacardi)
Bacardi
 
Help us reconnect with 18-24 year old guys in the bar environment
 
The Brief
 
Give guys a reason to try us again.
Come up with ideas that will make 18-24 year old guys want to order us in the mainstream bar environment. This could be anything from jazzy new glassware to augmented reality drink coasters. You may even decide to invent an amazing new drink and a campaign to support it! Whatever you come up with, it should feel masculine, authentic and support our quality credentials. It should also be relatively simple – this might be replicated in mainstream bars across the world!
 
The Target Audience
 
Our bulls-eye consumer is a typical 21 year old male drinker. He’s at an age when his identity is being built, so “feeling and looking like a man” is important to him.  He gravitates towards brands that give him a sense of authenticity – they make a statement about who he is and help him to assert his masculinity. Nowhere is this truer than in the spirits category where he is one bar call away from making an idiot of himself, and seeing his carefully nurtured reputation come crashing to the ground.
 
The Rationale
 
I wanted to completely re-design the look and feel of Bacardi Breezers just so when men start to drink it again and remember how good the taste was then surly it wouldn’t stop them from buying other Bacardi products.
I created 4 new flavours that men prefer to drink at a bar or a club; they have no tropical flavours, just pure British favourites. Since Bacardi is Cuban, I wanted the design to have some Cuban feel to it so I incorporated the flag into every design, but with a unique and stylish feel to it with also a personality, this is so the consumer will feel comfortable holding it while also identifying which flavour it is. I took the liberty of using brown glass just so it feels more masculine with a beer feel to it and also so the contents won’t be visible to distract them. I thought about the packaging as well. Firstly I created a standard card box to hold them, but that was to original, every bottle packaging in any shop uses the same sort of style and material. I wanted to create something where the potential consumer will spot it very quickly among the competition while being drawn to purchase such a thing, so I got influenced by the old coca cola bottle carriers where they were made from wood, so I got designing, brought some Plywood and varnish and created a wooden carrier that is attractive, eye catching and a piece of beauty. The carrier its self holds the bottles perfectly with no chance of them falling out, but also it acts like and advertisement since the handle has a big Bacardi logo on both sides, so when you’re carrying it home, other pedestrian’s will see the logo in an instance either if they’re are behind or in front of you. 
 
Neck and Body Labels
Laser Cutter Template
THANK YOU
YCN Student Awards (Bacardi)
51
874
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Published:

YCN Student Awards (Bacardi)

YCN student award brief for Bacardi 2013
51
874
7
Published:

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