It has a unique shape and very high aesthetics, as the brand positioning is, without doubt, super-premium. This positioning is also expressed through the form, the colours and the material that emphasises a modern production technology.
FOU-DRÉ, meaning lightning in French, is in the form of a lighting bolt, which towers over its competition at 17" in height. Sprayed in imperial purple organic ink, the bottle and capsule was a design challenging due to its sharp angles and pointed ends.2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?
The vodka market is the most saturated spirits category, shape and color is one way to really differentiate from hundreds of vodkas put in the same stock bottle shapes and less than ordinary label graphics.3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?
Our goal was to develop a package that would stand out from all the traditional shaped packages and sell as more of a niche product rather than compete head to head with the major brands. One problem most start up companies make when introducing a standard spirit product is putting it in a standard stock bottle and then trying to dress it up to differentiate. Most distributors are reluctant to take on another product in a saturated market unless there is something truly different about it.4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable)
We have extensive experience in the spirits category and have seen products rise and fall through intense competition. We guided our client through the process from development and creation of the package letting them know what could and could not be done from a manufacturing and cost perspective.5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)
Shape and color is one way to really differentiate from hundreds of vodkas put in the same stock bottle shapes.