Project overview
Redefining Liquor Branding: How ABIL’s Premium Packaging Transformed Its Market Position
The Key challenges:
- Rebranding ABIL to establish a premium perception while maintaining its affordability.
- Creating an impactful yet cost-effective packaging design, ensuring the product stands out on retail shelves.
- Navigating strict cost constraints, as even a five-paisa increase in label cost could significantly affect overall manufacturing expenses.
- Developing catchy, easy-to-recognize brand names that resonate with the target demographic (including rickshaw drivers, auto wallahs, and blue collar consumers).
How Nine Degree addressed it
1. Corporate Rebranding & Product Positioning
- A modernized brand identity was created for ABIL, positioning it as a reliable, premium-quality liquor manufacturer.
- Packaging elements were enhanced to balance aesthetic appeal and cost-efficiency.
2. Strategic Product Naming & Packaging Design
- Developed brand names that were simple, catchy, and memorable, ensuring easy recall among the target demographic. Examples:
- Blackjack (Whiskey)
- Royal Rajasthan (Whiskey)
- Captain Red (Rum)
- Designed visually appealing yet cost-effective labels, ensuring they could be produced within tight budget constraints.
3. Market Research & On-Site Retail Insights
- Conducted in-depth research by visiting multiple liquor shops and retail stores, studying shelf placement and competitor packaging.
- Identified key post-marketing tactics used by larger liquor companies, such as offering freebies (e.g., matchboxes, bottle openers, playing cards, and lighters).
- Analyzed how liquor brands use color psychology, bold typography, and minimalist elements to stand out.
4. Production Feasibility & Implementation
- Collaborated closely with ABIL’s production team to ensure that the new labels could be seamlessly integrated into the existing manual bottling process.
- Addressed technical challenges, such as preventing label smudging due to glue application, by carefully designing label placement areas.
Collateral
Company profile
Collateral
Company profile
Impact
Although internal sales delays prevented immediate product launch, the rebranding efforts resulted in:
1. Positive client feedback, leading to additional rebranding projects for their whiskey line.
2. Innovative, budget-friendly packaging solutions that set new standards for RML branding.
3. Strong market readiness, ensuring ABIL’s new products can launch successfully once internal operations align.
