TEAM: HAI CON CÁ HỒI HOANG

MAI HOÀNG NGỌC TIẾN - 207DH50678

VÕ KIM NGÂN - 207DH50367

MENTOR: NGUYỄN NGỌC NGÂN UYÊN

A. BRAND OVERVIEW

1. Introduction: Goody Group entered the F&B market in 2019 and is always at the forefront of new, unique products appearing for the first time on the market. Recently, in 2022, Goody Group continued to launch Chill Cocktail and was enthusiastically received. This is the first bottled brand produced in Vietnam. About Chill Cocktail can be summarized in 4 words: "chuẩn gu đúng điệu" means “ standard taste. This is also the lifestyle as well as what young people need in every product today. It is stylish, trendy, selectively integrated and has its own personality.

2. Criteria and Character:

1. Criteria: Standard bar taste; The product has low alcohol content and is safe for health; Good price

1. Character: Youthful; Modern

3. Competitors: Chill Cocktail's competitors are other drinks with low alcohol content, specifically imported Cocktail products with very little distribution and expensive prices.

B. PRODUCT

1. Cocktails: Alcoholic drinks in general and cocktails in particular appeared 2-3 centuries ago, originated in the US and gradually became popular in many other markets. In Vietnam, when consumers want to drink cocktails, they often have two options: traditional cocktail or pre-mixed cocktail.

2.Product market: According to Grand View Research, in 2021, the global ready-to-drink cocktail market is worth 782.8 million USD. This market is expected to grow at a compound annual growth rate (CAGR) of 13.4% in the period 2022-2030. Particularly in the Asia-Pacific region, this market is expected to achieve a CAGR growth rate higher than the global average, with 14.9% also in the period 2022-2030.

3. Target audience: This product targets a target group of people who do not consume alcoholic beverages regularly, mainly women. They look for drinks with low alcohol content that can easily be enjoyed during conferences to avoid health concerns and hangovers the next morning.

4. Product packaging

1. The unique of Chill Cocktail’s Packaging: 

Chill Cocktail's glass bottle stands out with the I ♡ Chill logo, is light in weight with curves on the bottle body making it easy for the target audience to hold. Embossing the I ♡ Chill logo is not only intended to create a unique impression but also to protect consumers and avoid fake and counterfeit goods.

1. Advantages: 

The current packaging of Chill Cocktail is minimalist combined with reflective color printing technique to make it stand out and modern, but combined with the color of the cocktail, it exudes femininity and elegance.

1. Disadvantages: 

Minimalism in design sometimes makes the product boring, without novelty and attraction for customers. 

C. DESIGN

1. Design purpose: 

The main design purpose of the project is to contribute to the formation of a new, healthier culture, that is, drinking alcoholic beverages is no longer a win or a drink anymore, but it is a means to help us connect with everyone at the party with the spirit of chilling and having fun.

Young customer groups such as Millennials or Gen Z often have the social behavior of "Alcohol in and words out". When there is a little bit of alcohol, people will easily open up and share their opinions with each other more openly and naturally, making the story and meeting more interesting. However, being too drunk leads to a loss of cognitive behavior. Besides, too much yeast also greatly affects your health. Therefore, Chill Cocktail with the characteristics of low concentration and safety for health, Chill Cocktail will help make the conversation more interesting but not go beyond the limit.

2. Creative Idea:

“ Open CHILL, Open Story”

The above creative idea will contribute to orienting communication for the product. Chill Cocktails are not simply an alcoholic drink, but they are also a means to help you open up stories and open your heart to everyone at the party, helping you easily connect with those around you and make the date more enjoyable. should be more interesting, more laughter.

3. Concept and Idea:

“Hội”

Hội in Vietnamese means both a festival and joining together as well as it means gathering people around to participate in meetings and parties that bring together the value of creating connections between people. along with Chill Cocktail.

4. Style:

The design style is inspired by flat design and maximalism - hot design styles in recent years. In the current alcoholic beverage market, which is almost exclusively oriented towards minimalist designs, maximalism will contribute to highlighting the product and rejuvenating it just like the product orientation is aiming for.

5. About the design: 

Firstly, it can be said that this design has a completely different color than ever before for Chill Cocktail, innovative but still carrying the values of the stories that the product always wants to bring, which is Chill. The special thing about the above design is that the images almost interact and talk back and forth with each other just like the creative idea: "Open Chill, open story". With the spirit of creating a value for society, this packaging wants to contribute to the formation of a new culture, a culture of drinking alcoholic beverages to chill and connect with each other through stories interesting for everyone.

Secondly, the customers this design always wants to target are young people with a fun and chill lifestyle. A product suitable for the fast, modern lifestyle of young people that helps them open up stories at parties. At the same time, it is also a design aimed at enhancing the customer experience, giving them the means and ways to make their Chill fun more interesting, bringing more interaction and laughter.

6. The special point of design:

Young people today like things that bring them joy in conversations. Therefore, in order to bring them a more enjoyable experience, we have enhanced the functionality of the design (Upcycle). Take advantage of the things available in the design set such as bottle caps, bottle bodies, level 2 packaging, and upgrade it into a game set. This game will have ways to help participants have more means to interact with each other. Customers can follow the available instructions, or create their own rules because after all, the game is just for Chilling and we want them to Chill the way they want and make the fun fun and exciting.

D. FINISHED PRODUCT

1. Size: 

1. Body:

1. Bottleneck:

1. Packaging level 2:

2. Strawberry flavored Chill Cocktail: 

1. Body:

1. Bottleneck:

1. Packaging level 2:

3. Blueberry flavored Chill Cocktail: 

1. Body:

1. Bottleneck:

1. Packaging level 2:

E. MOCKUP