Responses by estudioanimal.
Design thinking: Libertaria, a Uruguayan premium craft cider, needed a complete redesign to enhance the launch of its four newly selected, tea-infused flavors. We created a strong brand focused on its packaging, generating a simple, modern, attractive and—above all—fresh design.
Challenges: In Uruguay, cider carries the prejudice of being a low-quality drink, cheap and marketed to a lower-class public. Therefore, our first challenge was to work on an identity that came from a different place than what the local consumer would have in mind for cider. For that, we opted for a different graphic proposal to have Libertaria not only compete with other cider brands but also to its indirect competition—craft beer.
Another important aspect to highlight within our graphic objectives is the need for Libertaria’s product to stand out from the rest when displayed in stores. We sought out a suggestive design that impacts consumers and invites them to try it.
Favorite details: Despite local production limitations, we managed to get the labels of the four new flavors to be printed on a silver self-adhesive paper, in which we achieved an interesting effect by overprinting color. The compositions took on a silver effect themselves, which visually elevated the product’s quality for consumers.
New lessons: This was our first drink packaging project in the studio. Therefore, we learned a lot about the process and especially about the great limitations we have in Uruguay regarding getting good materials—both for printing and for bottling. For example, the bottle we used was the only available, and the cap could not be colored. Black was the only option.
Specific project demands: Being a premium product, Libertaria’s price in the market is high concerning what the average consumer might expect. Since cider is also understood to be a cheap, poor-quality product, it was important to take into account that the packaging had to visually communicate the product’s quality against its price so that customers would realize the product was worth the price they were paying—and that Libertaria is not just another cider but a very high-quality one. In addition to this, the client did not have much budget for label production. Therefore, the challenge was twofold since we did not have any material or printing methods that would support this communication of the drinks’ quality.