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CREATIVE BRIEF: TOVARITCH 2014 EDITION
This is a creative brief for the update of our TOVARITCH website
Tovaritch!®: 100% Russian Premium Vodka:
BACKGROUND History: see Annex 1
• One of the greatest values is friendship, and Eugenio Litta Modignani, the founder and main shareholder in Tovaritch &Spirits International, wanted to celebrate it with a high quality product. Russians never drink alone, but always with a “Tovaritch! ®” (Comrade).
• Tovaritch!® vodka is for the “young” at Heart:
- Who want to share the spirit of friendship
- Who want to experience a special moment in life
- Who want to be filled with wonder
- Who want to feel an emotion in total freedom
• Freedom is the transparency of one’s own instinct.
QUALITY: THE MULTI AWARDED VODKA: (see Annex 2)
The brand has in its name a connotation referring to the Russian origin, we would like to keep this distinctive element. However, we would not like to express such reference to the Russian origin too much through a Soviet style but more with a “constructivism” of 1920. (see annex 3: Wikipedia definition)
OBECTIVE/NEW WEBSITE DESIGN
We would like to express such positioning in the website in a conceptual way, not verbally.
We would like to still keep the distinctive actual elements of the brand, elements like
- the tovaritch man
- the mention “Tovaritch” and the font it is written with
- the low mention “Russian vodka”.
- the colors and energy of the style
- impactful designs.
ELEMENT OF NEW WEBSITE DESIGN
- light restyling, more light, less charged with elements,
- restyling continues with more profound lighting of the actual icon element used, directed much more to transform the positioning of the brand: never drink alone (social aspect)
- differentiated design from Original
1. Leverage a Never Drink Alone tagline
2. Show the different formats (0.05L, 0.250, 0.500, 0.700, 0.750, 1L, 1,75L, 3L and Red Russian)
3. Best awarded vodka / brandvisual
4. Leverage endorsement (winner of multiprices)
Develop a new website
(WEBSITE) EVALUATION CRITERIA
- Bring to life the concept around (i) RUSSIA, (ii) FRIENDSHIP, (iii) AWARDS
1. Leverage Awards
2. Clear name visual for an outstanding identity
3. Differentiated from traditional industry competitor
4. Brings to life MODERN Russia
5. Clear equity delivery (Never Drink Alone)
6. Examples of merchandising
Bring to life a modern approach (main task) while keeping the core brand identity
- TOVARITCH iconic man
- RUSSIAN VODKA
- 5 TIMES DISTILLED
- GLUTEN FREE
THE BRAND PERSONALITY do not need to be explain. NEVER DRINK ALONE is self-explaining and self-positioning.
Design Target Man / Women 18-50 years old - middle class, young at heart !
Actually, our main commercial counteragents are distributors located in EUROPE, USA, ASIA, AFRICA
Vodka is sold in both, off-trade and on trade channels (ho-re-ca)
Annex 1: BACKGROUND History
Tovaritch!® vodka is an authentic Russian vodka, produced and bottled in the vodka’s original homeland, using traditional methods for its production and distillation processes.
Traditional Russian methods mean that vodka is prepared with pure spring water, drawn directly from clearest wells at the Tovaritch!® vodka distilleries, and using only selected grains, which undergo twenty filtration stages.
The most advanced technologies for rectification and purification are used at accredited laboratories at our Russian distilleries, which enable the product to be analysed during its preparatory stages. One of the key elements to guarantee the purity and transparency of Tovaritch! ® vodka is the water we use. This exceptional water comes from the same region as our distilleries, and already undergoes its preliminary filtration when it is drawn. The pure water is in fact filtered through the layer of rock, and this first filtration serves to prevent any minerals from forming residues at the bottom of the bottle.
Before the water is mixed with alcohol, it is once more filtered and purified in nearby distilleries, using carbon filters made from beech wood, to eliminate any remaining impurities and accentuate the flavour of the natural minerals. The product is then purified a third time, eliminating any oily compounds, to make the alcoholic drink much more genuine and refined to the taste.
The careful selection of raw materials (only the purest water, and best quality grain from the Volga regions) is accompanied by production processes that are carefully controlled at every stage to guarantee the originality of this Premium product.
Tovaritch! ® vodka is rated at 40% degrees proof in accordance with Russian law, and has no added flavouring, in line with the company’s philosophy, which values the originality and transparency of this original Russian vodka.
Tovaritch!®vodka: the brand
Russians never drink alone! Well, neither do Italians, French, Americans or other people of the world.
The young generation everywhere in the world reaches for the company of friends, the same network, friendship and unity, because friendship is one of the most important values.
From Spain to Russia, passing by France, the UK, Italy, Germany, Austria and many other European countries, flying to the US or to the Nordic countries, via or to Oriental countries…today Tovaritch! is a product that embraces all the countries and all varieties of consumers…With one concept in common: Whatever the place in the world is, Those who have the right INSTINCT, Drink Tovaritch!® vodka
Tovaritch!® vodka is a premium vodka which competes with Stolychnaya, Moskovskaya, Wyborowa, Smirnoff, Eristoff.
Annex 2: QUALITY: THE WINNING VODKA
Tovaritch!® vodka is on the TOP
The jury evaluates the vodkas for
> Excellency in its own category
> For quality of the product and peculiarities of its origin
> For recognized distillation processes
> Creativity of design and packaging
Annex 3: Constructivism (art)
From Wikipedia, the free encyclopedia
Constructivism was an artistic and architectural movement that originated in Russia from 1919 onward which rejected the idea of "art for art's sake" in favour of art as a practice directed towards social purposes. Constructivism as an active force lasted until around 1934, having a great deal of effect on developments in the art of the Weimar Republic and elsewhere, before being replaced by Socialist Realism. Its motifs have sporadically recurred in other art movements since.
The term Construction Art was first used as a derisive term by Kazimir Malevich to describe the work of Alexander Rodchenko in 1917. Constructivism first appears as a positive term in Naum Gabo's Realistic Manifesto of 1920. Alexei Gan used the word as the title of his book Constructivism, which was printed in 1922. Constructivism was a post-World War I outgrowth of Russian Futurism, and particularly of the 'corner-counter reliefs' of Vladimir Tatlin, which had been exhibited in 1915. The term itself would be coined by the sculptors Antoine Pevsner and Naum Gabo, who developed an industrial, angular approach to their work, while its geometric abstraction owed something to the Suprematism of Kasimir Malevich. The teaching basis for the new movement was laid by The Commissariat of Enlightenment (or Narkompros) the Bolshevik government's cultural and educational ministry headed by Anatoliy Vasilievich Lunacharsky who suppressed the old Petrograd Academy of Fine Arts and the Moscow School of Painting, Sculpture and Architecture in 1918. IZO, the Commissariat's artistic bureau was run during the Russian Civil War mainly by Futurists, who published the journal Art of the Commune. The focus for Constructivism in Moscow was VKhUTEMAS, the school for art and design established in 1919. Gabo later stated that teaching at the school was focused more on political and ideological discussion than art-making. Despite this, Gabo himself designed a radio transmitter in 1920 (and would submit a design to the Palace of the Soviets competition in 1930).
Constructivism as theory and practice derived itself from a series of debates at INKhUK (Institute of Artistic Culture) in Moscow, from 1920-22. After deposing its first chairman, Wassily Kandinsky for his 'mysticism', The First Working Group of Constructivists (including Liubov Popova, Alexander Vesnin, Rodchenko, Varvara Stepanova, and the theorists Alexei Gan, Boris Arvatov and Osip Brik) would arrive at a definition of Constructivism as the combination of faktura: the particular material properties of the object, and tektonika, its spatial presence. Initially the Constructivists worked on three-dimensional constructions as a first step to participation in industry: the OBMOKhU (Society of Young Artists) exhibition showed these three dimensional compositions, by Rodchenko, Stepanova, Karl Ioganson and the Stenberg Brothers. Later the definition would be extended to designs for two-dimensional works such as books or posters, with montage and factography becoming important concepts.
For further info please visit http://en.wikipedia.org/wiki/Constructivism_%28art%29
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