Boho Ras Packaged Cocktails by Abhijeet Thakur

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DI: What is the main principle, idea and inspiration behind your design?

AT : The big idea was to visually capture the personality of the blends. Capturing the emotion and buzz the consumer feels when he drinks the cocktail. And to show the fusion between two cultures (Western and Indian)

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

AT : While designing the main focus was on capturing the essence of the blends. An abstract portrait of the blends themselves. I also wanted to achieve fusion between Western culture and Indian culture.

DI: What are your future plans for this award winning design?

AT : In the future, I would like to pitch the designs to potential clients and see if this project can get off the ground.

DI: How long did it take you to design this particular concept?

AT : The entire project took three weeks to finish

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

AT : This project was a college assignment where we had to come up with a unique business proposition and do the entire branding, packaging and/or other collaterals for the product.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?

AT : No, the design is not being used by any other company. Yes, I would be interested in selling or giving the production right on lease.

DI: What made you design this particular type of work?

AT : I have always been curious and interested in fusing different styles and coming up with unique concepts. It was a challenge to capture an intangible concept of the personality of the blends and fusing two cultures.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

AT : The answer is yes and no because while researching and referencing for this project I saw many works of other designers and their designs didn't directly influence my work but small details gave me a direction to work.

DI: Who is the target customer for his design?

AT : The target consumers or this design are from an age group of 25 - 40 years of age, who are experimental and are willing to try new things. People who are very familiar with different types of spirits available locally and abroad. People who don't want to go through the hassle of making the cocktail themselves but just want to kick back and enjoy a packaged cocktail.

DI: What sets this design apart from other similar or resembling concepts?

AT : This design is unique because it captures the essence of the blend and as the blend itself is unique there is no design like it. As it is also the fusion between two different cultures (Western and Indian) which have never met before, in terms of mixing spirits it paved a unique pathway for me to work on.

DI: How did you come up with the name for this design? What does it mean?

AT : The name of the design is “Boho Ras” The “Boho” stands for bohemian as the brand has a bohemian vibe to it and “Ras” translates nectar in Sanskrit which also means the elixir of festivity.

DI: Which design tools did you use when you were working on this project?

AT : While working on this project I used Adobe Illustrator and Adobe Photoshop and Wacom Intious CTH 680.

DI: What is the most unique aspect of your design?

AT : The most unique aspect of the design is the typography and how the nomenclature is done by fusing two different languages Latin and Devanagari.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

AT : No this was a solo project there were no collaborations with any other designers or people from other fields.

DI: What is the role of technology in this particular design?

AT : Pretty much the entire design is done with the help of design software and using a digital drawing board to draw and edit the design.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

AT : Yes, there were a few different types of research studies done to collect data for this project. 1.Study of existing brands, their offerings and USP's. 2.To understand the market scenario, the needs of customers. 3.One on one interview, surveys and questionnaires. 4.S.W.O.T analysis and competitor study.

DI: What are some of the challenges you faced during the design/realization of your concept?

AT : One of the biggest challenges was to capture the midpoint between global and local as the product is a mixture of both. Fusing two different languages and creating unique nomenclature as the names are relevant in both languages.

DI: How did you decide to submit your design to an international design competition?

AT : After the completion of this project, my mentor and I discussed about submitting my design to an international design competition. After the project was done, I was confident that I have created something unique and should put this to the test.

DI: What did you learn or how did you improve yourself during the designing of this work?

AT : While designing for this project I learned that you should respect the design rules but shouldn't be restricted by it. And that it is completely fine to break the established bonds of design and do something that you have never done before even if it scares you.

DI: Any other things you would like to cover that have not been covered in these questions?

AT : No, I think we have covered pretty much everything about the design.