THE SURREAL DEAL by Amore for Znaps

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THE SURREAL DEAL

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Industry Vodka
Media Design & Branding
Market Sweden
Agency Amore
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: GEVE SPIRITS, SWEDEN
Product/Service: ZNAPS
Agency: AMORE
Date of First Appearance: Mar 28 2011
Entrant Company: AMORE, Stockholm, SWEDEN
Media placement: Bottles - Supermarkets - 2011-03-28

Describe the brief from the client
The assignment was clear: create an exciting and intriguing packaging design, unique enough to attract new users while giving the existing Znaps user a proud boost.

Describe the challenges and key objectives
Every week, four new vodka brands see the daylight worldwide. Hence the challenge and key objective was to develop a brand identity that keeps the consumers on their toes, creating curiosity and suspense.

Describe how you arrived at the final design
The world being entered when walking into a bar, can be that of a surreal fantasy, creating a feeling of endless possibilities. What kind of intriguing characters are luring in the forgiving shadows? What are their stories?
Wanting to capture this feeling, we arrived at the photographed imagery to create a world realistically surreal. To separate the three spirit categories in a joyful manner, the imagery was divided by historical fashion and gender. All to further twist the perception, opening up for unexpected solutions further down the line and keep the consumers intrigued.

Znaps® creates an imagery of the wonders of life of today.

Give some indication of how successful the outcome was in the market
At Prowein in Dusseldorf (International Trade Fair Wines & Spirits) Znaps was awarded ”Best new Spirit Brand of 2011”. While it´s launched during the spring 2011 several FMCG retailers in Europe have ordered the new spirit range. Hopefully, more will line up to get the surreal deal in their stores.