Many of Berry’s clients take a moment every few years to reevaluate who supplies their packaging, their graphics, and their design. Prior to this innovation fair Pernod Ricard knew Berry as a supplier of closures, but that all changed after our presentation.
Designing with a Purpose
Our four member team attacked the opportunity with gusto. Reviewing existing market research through Mintel and watching the last quarterly report from Pernod Ricard headquarters gave us the foundation we needed to understand where Pernod Ricard is today and, more importantly, where they want to be tomorrow.
We are the ORIGINAL Rum and Coffee Liqueur
Kahlua has done an excellent job of branding their product. They have found ways to insert their flavor into both alcoholic and non alcoholic beverages and foods.
Kahlua has so many opportunities to expand. It’s meant to be enjoyed. Creating little occasions throughout the day to add some flavor should be their selling point moving forward.
“So smooth I would drink it even if my name were not on it” – John Jameson
Jameson is a classic blended Irish whiskey enjoyed around the world. Its well respected and seen as a springboard into whiskey culture.
While Jameson has great brand awareness, it is seen as an “old man’s whiskey”. To tap into the millennial market, they may need to rethink their marketing plan.
The colder it gets, the better it gets.
Fris’ patented “freeze distillation” consists of lowering radically the temperatures during distillation to capture and freeze impurities. This unique method helps differentiate them from a crowded field.
While their distilling process may be unique, Fris suffers from poor brand awareness and a crowded field of competition in the mid-to-low end vodka market. Anything that helps diversify should increase sales
Malibu loves summer, that’s why we add sunshine to everything we make.
Malibu is a name brand rum with an iconic bottle. Their range of flavors is unparalleled in the run industry. The drink makes consumers think of blue skies and sunshine no matter what the weather is like outside.
Malibu has a huge array of flavors. Packaging that incentivizes consumers to try new flavors with solidify existing customers. Because Malibu is typically mixed, any way to make the mixing process easier should be a hit.
These four banners can be seen on the concept pages. Based upon our research, they represent the four major categories the Pernod Ricard is trying to develop. Every sketch was evaluated based on whether it developed any of these points of emphasis.
This product wins new customers by really catching their attention. It is something totally different.
This product is more mobile. It is easier to bring to parties or take to outdoor events. It is convenient.
This product aids the consumer in mixing their own drinks. It also helps create old drinks in new ways.
This product invents new occasions to celebrate. It brings people together.
The assignment is to design and build an object for sitting made from a given amount of material: either a piece of wood 1600 x 200 x 38 mm or 6 meters of steel pipe, 10 meters of steel rod or 10 square meters of veneer. In addition to gluing and welding, only string or textile may be used. Through its construction, the chair must have a visual and structural clarity, and consequently express the conceptual idea.
High quality, looks-like prototypes were developed in Solidworks and SLA printed. To really bring the idea to life, I worked with graphics to design realistic labels.
To help Pernod Ricard visualize the product, I created a series of magazine advertisements that harnessed existing brand equity to sell the ideas.