Distillate "Platan". Brand expansion and new product launch.
Development of the visual concept of Platan distillate for our partner - Lux-Alko LLC.
LLC "Lux-Alko" is one of the oldest wholesale suppliers of alcohol in the Caucasus and a longtime partner of B&H. During our cooperation, we have developed, implemented and launched several successful alcohol brands, including the Platan vodka brand (2018). For four years, Platan has shown excellent sales in the North Caucasus, so the brand's owners have planned to expand its geography in new regions. The strategic decision of the Lux-Alko company was the expansion of the Platan brand and the start of production under the trademark of other strong alcoholic and non-alcoholic beverages. Distillate "Platan" is an innovative and very interesting natural product for the alcohol market of the CIS from fermented grain raw materials.
B&H developed the visual concept of the distillate, including selecting the bottle and preparing the labels for printing.
An unconditional plus in the implementation of this project was the previously developed brand platform. At the beginning of this project, we tested the unique characteristics of the product in accordance with the general system of values of the Platan brand.
The choice of distillate as a new product is not accidental. OJSC Vitebsk Distillery Pridvinye, a reliable partner of Lux-Alko, and a group of specialized researchers have created an innovative method for producing distilled and rectified ethanol - distillates, which is rich in high characteristics and organoleptic qualities. One of the first brands of industrial distillates produced at the Pridvinye distillery was Platan. Distillate "Platan" has a pronounced grain flavor, bright aroma and warmth of a natural home product, while being a safe and high-quality drink with a vodka strength.
The new product was supposed to integrate into the existing positioning of the Platan brand: “Drinks saturated with the benefits of the Tree of Life”. Extensive analysis helped to formulate the insight of the target distillate consumer, which works well within the brand concept. The consumer wants to buy a natural and tasty (with a characteristic aroma and taste) alternative to vodka, similar to moonshine, but with a guarantee of the unconditional purity of the product.
The shape of the bottle from the Russian glass factory Luch symbolically resembles the shape of distillation tin vessels - this feature carries the feeling of a craft product. To maintain this effect, we used matte sealing wax as an indicator of bottle opening control, and applied the seal of the Lux-Alco company on top of the closure. The wax seal is one of the most striking details of the bottle, thanks to which the drink becomes the author's. The seal guarantees the consumer high quality and demonstrates the responsibility of the Lux-Alco company. The connection of the product with elite distillates supports the image of alembic in the center of the face label composition. Neck label is made of semi-glossy paper with selective varnishing. The varnish protects the label from the high pour point of the sealing wax, so it does not deform and retains its integrity when opened. The sycamore bark pattern, applied to the background of the front and neck labels, preserves the continuity of visualization with Platan vodka, imitates a tree trunk and conveys the naturalness of the product. The symbol of the golden plane tree is a key element of the brand, forms the product identifier, and acts as a guarantor of quality and authenticity.
The developed visualization is harmoniously integrated into the Platan brand. It conveys to the consumer the safety and environmental friendliness of the product, the special taste and other unique characteristics of the premium distillate. The new product will strengthen the position of the Platan brand in its native North Caucasus region and will become an interesting offer for the alcohol market throughout Russia. Today Platan distillate is already feeling consumer interest, has good prospects in the spirits market in the middle and medium-high price segments, and plans to enter the federal sales network soon.
