A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
F-08-09. Plakuchaya Iva
| Agency | POLARIS |
| Creative head | POLARIS |
| Author of idea | POLARIS |
| Product | Vodka |
| Description | POLARIS Branding Company has developed a new vodka brand “Plakuchaya Iva” for “Ukrainian alcohol company “OLIMP”. Project constituents: brand positioning, brand name, bottle shape, logo design, label design, author supervision of the production process. “Plakuchaya Iva” has been created in retro-nostalgic style. This vodka is for a special occasion, it is a promise of a celebration even within a home celebratory feast. The brand name and the brand legend go back to one of the most famous comedies in the history of Soviet cinema – “Diamond Hand”- that had been shot in 1968 by Leonid Gaidai. One of the scenes in the movie took place in an eponymous restaurant. The brand delivers the spirit of 60-s when people loved to relax and knew how to spend a nice quality time. A visit to a restaurant was a benchmark of such a quality time, it was considered to be a big event. A decanter was an ideal form for consuming vodka in a restaurant. Innovative shape of the bottle and the cap are derivatives of the shape of decanters typical to those times. In contemporary context they underline individuality and solemnity of the atmosphere. Realized in the design - elements of documentalism and stylized stamps typical to that epoch give additional weight, indirectly prove authenticity and quality. Simultaneously, at the expense of the brand name semantics, original color scheme and visual elements, the “eco” territory appears to be touched as well: a brand with a “vegetative” parentage communicates natural character and freshness. Trendy and juicy light green color helps the product efficiently stand out on a shelf. Vodka “Plakuchaya Iva” has been launched in the Ukrainian market at the end of 2012. |
| Team members | POLARIS |
