SITUATION
The category of vodka in Lithuania is conservative, and the channels of communication are minimal due to legislation. So packaging became a crucially vital tool to attract consumers’ attention.
Lithuanian Vodka launches limited editions every year. The product name communicates the Lithuanian (national) theme, and every year it becomes more challenging to wow both the client and the general public.
SOLUTION
We decided to keep the essence of the brand. Graphic elements used in the design are associated with Lithuanian fairy tales and Easter, but we would rather call it the celebration of the spring season.
We created the first variable packaging design project in Lithuania. We designed a vast, 1 m² illustration, and the HP SmartStream Mosaic algorithm generated one-of-a-kind prints from the seed file. To emphasize the uniqueness, we numbered every single bottle.
IMPACT
Although variable data digital print sleeves have been around the world for several years, as seen with several projects implemented by Nutella or Coca-Cola, it is still entirely new for local and smaller brands. So this project is an essential achievement for a small country and national manufacturer.
Client: MV Group
Head of product development department: Jūratė Paulauskienė
Product development project specialist: Kristina Sirik
Agency: étiquette
Design strategy: Edvardas Kavarskas
Art direction: Irmantas Savulionis
Graphic design: Gabija Platūkytė
Account management: Ramunė Baranauskaitė
Printing manufacturing: Immer Group
Product photoshoot: Edgaras Marozas
Awards:
BalticBest 2020, Bronze in Packaging design category
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© étiquette, 2020, Vilnius
