Abhijeet Thakur ᱨᱮᱱᱟᱜ Boho Ras ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2020
Boho Ras ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ
Abhijeet Thakur ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Abhijeet Thakur
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#101804 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Boho Ras ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱵᱟᱵᱚᱛ ᱛᱮ
Boho Ras ᱫᱚ ᱥᱚᱨᱮᱥ ᱥᱴᱷᱟᱱᱤᱭᱟᱹ ᱥᱤᱧᱚᱛᱤᱭᱟᱹ ᱥᱯᱤᱨᱤᱴ ᱛᱮ ᱛᱮᱭᱟᱨ ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱠᱚ ᱟᱹᱠᱷᱨᱤᱧᱟ᱾ ᱱᱚᱶᱟ ᱡᱤᱱᱤᱥ ᱫᱚ ᱵᱚᱦᱮᱢᱤᱭᱟᱱ ᱦᱟᱹᱴᱤᱧ ᱢᱮᱱᱟᱜ-ᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱵᱟᱹᱲᱛᱤ ᱪᱟᱹᱞᱩ ᱠᱷᱚᱱ ᱵᱟᱦᱨᱮ ᱠᱟᱞᱟᱠᱟᱨ ᱡᱤᱭᱚᱱ ᱦᱚᱨᱟ ᱮ ᱫᱚᱦᱚᱭᱟ, ᱟᱨ ᱱᱚᱶᱟ ᱡᱤᱱᱤᱥ ᱨᱮᱱᱟᱜ ᱧᱮᱞ ᱠᱚ ᱫᱚ ᱠᱚᱠᱴᱮᱞ ᱧᱩᱣᱟᱜ ᱛᱟᱭᱚᱢ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱴᱷᱮᱱ ᱦᱤᱡᱩᱜ ᱠᱟᱱ ᱚᱱᱩᱵᱷᱩᱛᱤ ᱨᱮᱱᱟᱜ ᱚᱵᱷᱤᱵᱽᱭᱚᱠᱛᱤ ᱪᱤᱛᱟᱹᱨ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱫᱚ ᱡᱟᱦᱟᱸ ᱴᱷᱮᱱ ᱜᱽᱞᱚᱵᱟᱞ ᱟᱨ ᱞᱚᱠᱟᱞ ᱧᱟᱯᱟᱢᱚᱜ-ᱟ, ᱚᱸᱰᱮ ᱱᱩᱠᱤᱱ ᱢᱮᱥᱟ ᱠᱟᱛᱮ ᱡᱤᱱᱤᱥ ᱞᱟᱹᱜᱤᱫ ᱜᱽᱞᱚᱠᱟᱞ ᱦᱟᱹᱴᱤᱧ ᱛᱮᱭᱟᱨᱟ, ᱚᱸᱰᱮ ᱛᱟᱞᱟ ᱴᱷᱟᱶ ᱵᱟᱱᱟᱣ ᱨᱮ ᱫᱟᱲᱮᱭᱟᱜ ᱟᱠᱟᱱᱟ᱾ Boho Ras ᱫᱚ ᱒᱐᱐ml ᱵᱚᱛᱚᱞ ᱨᱮ ᱥᱚᱫᱷᱟ ᱥᱯᱤᱨᱤᱴ ᱟᱨ ᱒᱐᱐ml ᱟᱨ ᱗᱕᱐ml ᱵᱚᱛᱚᱞ ᱨᱮ ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱠᱚ ᱟᱹᱠᱷᱨᱤᱧᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Boho Ras ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Boho Ras ᱯᱮᱠᱮᱡᱽᱰ ᱠᱚᱠᱴᱮᱞ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Boho Ras is a brand which makes the finest pure distilled local spirits and also sells packaged cocktails made from these spirits.
Local spirits are available in 200ml bottles and cocktails are available in 200ml and 750ml bottles - ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The "Pure spirits" and "Cocktails" small bottle (200ml) will be approximately 250mm in height and the labels will be 145mm in height.
The "Cocktails" big bottle (750ml) will be 350mm in height and the lables will be 240 mm in height.
The "Cocktails" lables will have a semicircular curve at the top to resemble few local spirits lables available in India. - ᱴᱮᱜ ᱠᱚ
- Cocktails, Indian Spirits, Indian Design, Packaged Cocktails, Desi,
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The product will be available in select stores and outlets of the brand itself as the cocktails are made by hand and in batches overseen by professional mixologists.
The "Pure spirits" and "Cocktails" both are available in 200ml small glass bottles. Only "Cocktails" are available in big 750ml bottles. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The hardest part was finding a middle ground between these two Local and Global culture and developing a visual language which will appeal the target audience as it is a premium product but still looks like its a local brand.
The Nomenclature was also difficult to finalise as there were many options and none of them gave the exact Phoneasthetic that was required to appeal to the customers. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- Type of Research-Study of existing brands, their offerings and USP's
Research Objective-To understand the market scenario, needs of customers and what are the fields where we can provide a better product.
Methodology-One on one interview, surveys and questionnaires.
Data Collection and Research Tools-Online forms, Group and solo interviews, S.W.O.T analysis and competitor study.
Insights-The target audience wants something that binds both ends of alcohol consumption which are premium cocktails and locally produced spirits.
Effect of research on Design-The research provided a very precise direction to work in which is that the design should be a fusion of both the cultures but as the target audience is in India it should be vibrant, artistic and should have that classic appeal to it. - ᱯᱨᱮᱨᱚᱱᱟ
- Many brands sell ready to drink cocktails but no one has ever tried to sell pre-packed cocktails made with local Indian spirits. Indian spirits have a very unique story and taste to it. And the alcohol content in them is high so they can also give you a nice buzz.
Abhijeet wanted to design a brand which did so and by giving it a fusion feel mixing Global and Local creating "Glocal" vibe around the brand.
The brand has a Bohemian look and feel to it as the target audience is looking for a multi-sensorial experience. - ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started on 14 august 2019 and ended on 22 September 2019.
this project was done at MIT Institute of Design, Pune, India. - ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The overall packaging of the product attracts the customer as no one has ever tried a cocktail made from Indian spirit so they will be interested.
The product use is as simple as open the bottle pour in a glass or consume from the bottle.
ᱥᱯᱚᱱᱥᱚᱨᱰ
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