The Design Masters 2013 results

Packaging is vital in marketing spirits and the leading exponents of brand design were recognised in The Design Masters 2013.

The-Design-Masters-2013-results

In an increasingly competitive marketplace, where consumers are swayed just as much by a bottle’s shelf stand out as the liquid it contains, a spirit brand’s design and packaging has become a critical consideration for producers the world over.

One of the most exciting and innovative aspects of the contemporary drinks industry, spirits design has undergone extensive change in recent years. Since the 1990s, drinks companies have attempted to emphasise their products’ premium credentials through glitz and bling, but the eye of the consumer is now turning more towards those brands which demonstrate authenticity and heritage.

These days, consumers want their spirits served with a side dish of integrity, and bottled in a story. As Christiaan Huynen, group director of business for brand consultants Cartils, and head judge of this year’s Spirits Design Masters, said: “Companies are going back to basics in terms of design. Now there is much more of a focus on authenticity, design, and truth. As the industry gets more competitive, the more consumers are looking for brands to provide them with something extra.”

The generic aesthetics of sparkle and shine have less appeal, and spirits companies have to dig into their own unique histories in the battle to turn heads. Understated and boutique designs excel in today’s market, but, of course, consumer preferences vary between different categories and cultures, placing a demand on brands to ensure that they clearly target their desired audience.

This observation has never been more apparent than in The Spirits Design Masters 2013, where an array of spirits from various categories, price brackets and continents were placed under the keen eyes of an expert judging panel. Sitting alongside Huynen in the judging seats were Alfonso Granati, brand consultant for Cartils, and Miguel de Almeida, senior designer for design agency Barlow Doherty.

Tucked away in the labyrinthine basement of the stylish 23 Grosvenor Gardens, the competition kicked off with the Absinthe and Cognac rounds.

Here, the judges identified just one clear Master in Cognac, Prince Hubert de Polignac Extra by H. Mounier, a design which impressed with its intricate glasswork, elegant black and gold box, and clearly represented provenance. As Granati said: “The design was not only beautiful, it also successfully does its job in terms of category coding.”

Miguel de Almeida of Barlow Doherty examines one of the Design Masters entries closely

Next up was Tequila and Liqueurs, where one Gold was awarded to Olmeca Altos, a bottle praised for its “clean and sharp” embossed glass which, although “displayed a clear shelf stand out quality”, narrowly missed out on the top accolade due to a “lack of clear branding and labelling”.

Rum was one of the most successful categories of the day, securing four Silvers, one Gold and one Master. The judges expressed unanimous commendation for Don Papa, which was found to be on-point with its authentic and intricate typographical label.

According to Huynen: “This brand takes advantage of an opportunity to convey its history. The design has been beautifully done and I wouldn’t be surprised if in 10 years’ time, we look at this bottled as a perfect example of a contemporary design trend.” Granati pointed out that “the level of detail and quality of execution” was “simply phenomenal”.

A more specific criteria was employed for the next two rounds, which focused on spirits design targeted toward the Asian markets. This round was created so that the panel could judge how well brands understand how to market their products towards designated markets. Purity Vodka, which stands in stark contrast to seemingly boutique and “homespun” bottles such as Don Papa, received plaudits for its ability to cash-in on the Asian market’s thirst for international spirits with an over-the-top, glamorous image. After all, as de Almeida shrewdly pointed out, “the bling factor still works incredibly well in Asia”.

A total of three medals were awarded to entries in the Scotch round, which saw a wealth of designs ranging from Christmas advent calendars to illustrated maps scrupulously examined. Silver and Gold medals were awarded to Glenfiddich Age of Discovery Madeira Cask Finish and the Glenfiddich Age of Discovery Bourbon Cask Reserve respectively, while the Glenfiddich Ultimate 38 Year Old secured a Master.

The judges applauded the Age of Discovery series for the “literal story demonstration” on its outer box, which features colourful illustrated maps.

Meanwhile, the 38 Year Old bottling, which features a delicate gold pattern, a luxurious glass stopper and a unique display box, was deemed to have an “exquisite” and “beautifully crafted” design by the judges, thus securing top marks.

Left to right: Miguel de Almeida, Barlow Doherty; Christiaan Huynen, Cartils; Alfonso Granati, Cartils

Moving on to the Gin round – while both Langtons No.1 Gin and Botanic Australis Gin were awarded a Silver and Gold respectively, there was one stand out entrant in the form of Elephant Gin. Granati said of the recently launched product: “We really liked the detail of this design which we felt would communicate the brand’s story clearly to the consumer. It has the ability to draw the consumer into the brand’s world, which makes it quite special.”

Closing the day was Vodka, which, along with Rum, was the round where the most medals where awarded. However, Huynen was quick to point out that this would not be an easy round to judge because the category has an extra level of consideration when looking at design.

“Spirits design is very important to consumers because it helps them make informed choices about what they buy,” he said. “It is therefore particularly relevant to categories such as vodka where consumers are less informed, as potential buyers will rely on packaging to educate them on what the liquid is, and whether the brand is mainstream, premium, or prestige.”

With a total of six medals awarded in the round, it is seems this message has been widely taken on board by vodka bottle designers. Award-winning entries include Legend of Kremlin, Mamont Vodka and Oval Vodka, which recieved a Master.

As the day of rigorous judging came to a close, Huynen summated: “Spirits packaging can mean the success or failure of a brand, and with so much at stake, producers are spending more money on making their brands stand out from the crowd in terms of design.

“Only strong brands prevail over time and companies are realising more and more that design plays a crucial part in this.”

The full list of The Design Masters 2013 results are on the following page.