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I N T E R N S H I P D O C U M E N T

A N N A C H A K R A V O R T Y

f A S H I O N c O M M U N I C A T I O N ( 2 0 1 1 - 1 5 )

B R A N D I N G | A D V E R T I S I N G | P A C K A G I N G

© 2013 National Institute of Fashion Technology © 2013 National Institute of Fashion Technology

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Student: Anna Chakravorty

Bachelor of Design – Fashion Communication (2011 – 2015)

Company Name: Taali Creatives Pvt Ltd - Kyndal Group Pvt. Ltd

Industry Mentor: Ms. Pushpanjali Banerji

Mentor: Ms. Maulshree Sinha

Signature______________________________

© 2013 National Institute of Fashion Technology © 2013 National Institute of Fashion Technology

Certificate

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Feedback

L e t t e r

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B r a n d i n g | A d v e r t i s i n g | P a c k a g i n g

AcknowledgementThe authorship of a monograph is usually attributed to one person but a report on the Internship or a project work like this one is a joint affair.

Through this report, I take the opportunity to express my sincere gratitude and thankfulness to those who have helped me in making my training at Taali Gurgaon, a SUCCESS.

First of all I would like to thank the academic fraternity at my college, National Institute of Fashion Technology, Kangra, for having such a system in place, where students are given opportunity to learn about their areas of interest, as part of training and internship programs.

I am deeply indebited and express my heartfelt thanks to my company mentor Ms. Pushpanjali Banerji,Founder and Managing Director, Taali Creative, Gurgaon for giving me the opportunity to become an intern in their company and who sorted out most of my queries when I was stuck in between the hurdles of the projects and for taking time out and helping me, in every possible way, to proceed with my work.

Also, a special thanks to Mr. Sidharth Segal, Marketing Executive, Kyndal Group, for being a helping hand in every corner.

I am also greatful to my Faculty Mentor, Ms. Maulshree Sinha, for her continous and deliberate discussionon the topic and indeterminable burden taken by him in helping me.

Special regard and greatest appreciation is reserved for all the other Employees of Taali and Kyndal Group, whose honest feedbacks, ideas and thoughts helped me navigate the most difficult phases of the project work.

I would also like to thank all my friends and seniors for their incessant guidance, affection and support.

I hope that I have manifested my sincere attempts to represent all the information and other things to the best of knowledge and ability.

“If you want to walk fast, walk alone and if you want to walk far, walk together.”-Ratan Tata

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B r a n d i n g | A d v e r t i s i n g | P a c k a g i n g

Abstract:An eight week Internship Diploma Project is an integral part of Fashion Communication, a four year design course at National Institute of Fashion Technology. In these eight weeks, students take up live projects with the companies.

The industry training exposes them to not only the ethics of the professional world but also grooms their design skills. It gives the student a chance to apply their acquired knowledge in true sense. I got an opportunity to take up the project with Taali Creatives and worked under them in various projects.

My work ranged from Logo Designing, Label designing, Packaging, Printing, Brand Identity, Collateral Design, POS materials, Advertising, etc.

I learned a lot about the liquor industry and the termilogies used. Packaging introduced me to various printing technique from gold foiling to virgin pulp. The importance of back label came to me and how each and every detail is important.

Building an ad campaign for Cutty Sark was a challenge for me. Developing concepts and doing a proper competative analysis was a new and interesting thing.

The restriction of not showing alcohol or bottle in an ad was a challenge. Understood the different policies in different states and how one little detail can change the whole production!

A liquor Industry is not just glamour , it takes a lot of hardship and highly attentive to details to sustain it, Afterall my mentor said:

“Position your brand to live not Simply Exist !”

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ContentsCompany Profile--------------------------------------------------------------------------14

Clients----------------------------------------------------------------------------------------15

Internship Projects-----------------------------------------------------------------------14

Bols-------------------------------------------------------------------------------------------20

Bootz------------------------------------------------------------------------------------------22

Cutty Sark-----------------------------------------------------------------------------------28

Edrington-----------------------------------------------------------------------------------40

Noir Black-----------------------------------------------------------------------------------44

Taali-------------------------------------------------------------------------------------------48

Rough Sketches---------------------------------------------------------------------------52

Reference----------------------------------------------------------------------------------53

B r a n d i n g | A d v e r t i s i n g | P a c k a g i n g

About Kyndal:Kyndal is a leading independent importer, distributor, manufacturing, sales and marketing organization which covers the Indian domestic and duty free markets, subcontinent and the Middle East. Kyndal India has been credited for launching brands such as Absolut Vodka, Remy Cointreau, Bols, Jim Beam, Whyte & Mackay, etc. Currently, Kyndal distributes and markets brands from Lucas Bols BV, Morrison Bowmore PLC UK amongst other specialty brands.

•Kyndal also distributes and produces high end premium spirits in the country through its joint ventures with iconic brands worldwide.

About Taali:We are an agency of independent creative professionals who are brought together by the love of doing work that moves us. Taali is the sound of connect between the right communication and aspiration of the target consumer. Taali is insight driven, result oriented and always keeping design fresh.Taali believes in the power of ideas and 360 degrees input. A great idea should lead to unique word of mouth and customer brand experience.

Taali is currently the design and communications arm of leading alcobev company Kyndal Group.

Collaborative spirit, to keep ideas fresh,Always seeking to make a connection, surprise or

impact our (unsuspecting) customer,Design with understanding.

Philosophy

Company: Clients:We have had the privilege of working with some of the most exclusive liquor brands in the world. The liquor experience has challenged us, made us think out of the box, as we have overcome the barrier of ban on advertising through clever and insight driven campaigns that speak (and sell) volumes.

Brands we work with include Bols brandy, Bootz Brandy, Bols Premier XO and more.Our Experience includes Remy Martin, Absolut Vodka, Cointreau, Bowmore amongst other iconic brands.

And now Edrington also came to us with a joint venture in India with the launch of Cutty Sark in Goa’14.

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My Cabin

Mentor : Ms. Pushpanjali Banerji

DirectorTaali Media India Pvt Ltd

Brand DirectorKyndal India Pvt Ltd

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InternshipProjects

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Client: BolsBols is a brand name used by Lucas Bols, a Dutch distiller of alcoholic beverages. The brand line currently consists of vodkas, gins, genevers and liqueurs. Bols has been extant since 1575, and claims to be the oldest distillery brand in the world.

The brand is now distributed in 110 countries, and the liqueur line has over 30 different flavors. As the result of an earlier divestiture, in Eastern Europe the Bols brand is owned by Central European Distribution Corporation.

Project Brief:

Learning:

Process:

Design Shipper cartons of the following sizes :

750ml - 280 X 295 375ml - 300 X 225 180ml - 375 X 185

Client demands : Bottle should be shown. Black background. Imagery should be used.

> Adapting same artwork in different sizes.> Photoshop Skills> Aesthetics of balance and space

> Developing different sizes from the basic lines.> Creating compositions from the given set of images.> Editing and Image manipulation.> Adding information.> Adopting the main artwork in different sizes.

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6 X 750 ml shipper

24 X 180 ml shipper

12 X 375 ml shipper

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Client: BootzBols is a brand name used by Lucas Bols, a Dutch distiller of alcoholic beverages. The brand line currently consists of vodkas, gins, genevers and liqueurs. Bols has been extant since 1575, and claims to be the oldest distillery brand in the world.

The brand is now distributed in 110 countries, and the liqueur line has over 30 different flavors. As the result of an earlier divestiture, in Eastern Europe the Bols brand is owned by Central European Distribution Corporation.

Bootz is a part of Bols. Bootz is a Dutch-only brand which includes a wide range of liqueurs and spirits.

Project Brief:

Learning:

Process:

Design canister , monocarton, Shipper case and POS material for Bootz Brandy.

Client demands : > Should reflect the brand identity.> Should have a story> Use of imagery than illustration.> For POS same theme should be followed

> Understanding brand identity> Typography (back label)> Different printing technique > Connection of packaging with customer.> Photoshop Skills> Aesthetics of balance and space> POS material and marketing strategy

> Brainstorming > Sketching out different layouts.> Scaning and treating images.> Creating compositions from the given set of images.> Editing and Image manipulation.> Adding information.> Creating prototype

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1- sketching

2- illustration

3- basic composition 6-adjusting the text-typography

5-Adding details

4- 1sr look

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Final Canister Label Use of Typography-back Label

Canister Label Monocarton

Adaption of the Same artwork to make monocarton

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Shipper Case

Adaption of the Same artwork an making manipulation

POS - Bootz

Shelf Display

Scroll- Flyer

Rough sketch

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Client: Cutty SarkCutty Sark is a range of blended Scotch whisky produced by Edrington plc of Glasgow, whose main office is less than 10 miles from the birthplace of the famous clipper ship of the same name. The whisky was created on March 23, 1923 as a product of Berry Brothers & Rudd, with the home of the blend considered to be at The Glenrothes distillery in the Speyside region of Scotland. Cutty Sark is an iconic whisky; the distinctive yellow label has graced the world’s best bars and clubs for nearly 80 years. The first light-coloured blended whisky, it was launched at the height of cocktail culture and it has remained synonymous with enjoying great drinks in great company ever since.

Cutty Sark has received modest reviews from international spirit ratings organisations. In 2008, 2009, and 2011 for example, the San Francisco World Spirits Competitions awarded the Cutty Sark blended scotch bronze and silver medals. The Beverage Testing Institute gave Cutty Sark modest scores of 85 and 87 in 2008 and 2011, respectively.

Project Brief:

Process:

> Design an Print Ad campaign for Cutty sark - Launching first time in India> Edit the labels and create a visual of the bottle from sketch.> Pos material for Cutty sark according to the theme.

Client demands : > Should reflect the brand identity.> Theme- Never Settle.> Deliever 3-4 routes of the theme.> Should break throught the clutter.> Premium Class.

> Brainstorming - a lot> Finding target market and developing identity for the brand> Profiling the Cutty Guy and Comparing from the competition> Sketching out ideas for print ad> Finding routes and taglines.> Finalizing and creating pitches> Creating Composition- Editing and Image manipulation.> Adding information and creating final poster

Learning:> Understanding brand identity and Brand Personification> Idea generation and conceptualization> connection of brand with customer.> Marketing skills and Competative Analysis> Software Skills> Understanding emotions in typography> Aesthetics of balance and space

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Concept 1: What if ? - never settle The concept questions the audience “What if people stopped/ settled, will the possibilites of great work would stop ? would we be able to witness wonders if people stopped ? and if someone stops the person should go the other route to do other big miracles!

Concept 2 : Fearlessly LimitlessThe concept talks about not stopping and if fear is removed then a person is limitless of the success one can achieve.

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Concept 3 : When success is just the beginning

The concept talks about when you have achieved success its not the stop but its the start of something bigger.

# Celebrity/Teacher

Concept 4: Why Not ?The concept questions the audience “Why Not ? why settle? go beyond your sucess !never settle

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Personifying the Brand - Who is the Cutty Sark guy ?

Brainstorming session with the mentor and marketing team.

Teacher’s Guy Chivas Guy

100 Piper’s Guy

Royal Stag Guy

Blender’s Pride Guy

Johnie Walker Guy Final artwork of Concepts

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POS Explorations

Bottle Photography reference

POS Explorations

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POS Cutty Sark

Shelf talkers

Hoarding/ Ad

Standy

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Client: EdringtonEdrington makes some of the world’s best-loved Scotch whiskies, including The Macallan, The Famous Grouse, Cutty Sark and Highland Park. The portfolio is complemented by Brugal, the leading golden rum in the Caribbean,and by Snow Leopard vodka.

In 2008, Edrington acquired a majority shareholding in Brugal & Co, the leading producer of golden rum in the Dominican Republic. This agreement diversified Edrington’s portfolio beyond Scotch whisky for the first time and gives it access to one of the fastest growing global spirit categories.

In April 2010, Edrington acquired the Cutty Sark brand from Berry Bros & Rudd, with whom it has enjoyed a long trading relationship.

Edrington is focused on its future as an independent, international company offering distinctive, premium spirit brands.

Project Brief:

Learning:

Process:

Design a Logo, letter head for the joint venture of Kyndal and Edrington that coordinates with the other logos of Kyndal ventures.v

> Understanding brand identity> Typography (back label)> different printing technique > connection of packaging with customer.> Photoshop Skills> Aesthetics of balance and space

> Brainstorm> Sketching out different layouts.> Scaning and treating images.> Developing the designs> Adding information.

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Front

Folded

Back

Final Artwork

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Explorations Explorations

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Client: Noir BlackNoir Black is a new brand of whisky that is being launched. Its a premium masculin whisky.

Project Brief:

Learning:

Process:

Design a Logo, Bottle for the whisky keeping the brand identity

> Understanding brand identity> Typography (hand written)- Lettering> Different printing technique> Composition> Software Skills> 3D drawing in illustrator> Aesthetics of balance and space.> Bottle design - making process

> Brainstorming> Research of existing labels> Sketching out different layouts.> Scaning and processing.> Developing the designs

Explorations

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Bottle Explorations

3D view Top View Front view and Side view

Glass printing effects

Bottle Explorations

3D view with embellishment

Front view

Top view with glass printing effect

Bottle Explorations

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Client: TaaliWe are an agency of independent creative professionals who are brought together by the love of doing work that moves us. Taali is the sound of connect between the right communication and aspiration of the target consumer. Taali is insight driven, result oriented and always keeping design fresh.

Taali believes in the power of ideas and 360 degrees input. A great idea should lead to unique word of mouth and customer brand experience.

Taali is currently the design and communications arm of leading alcobev company Kyndal Group.

Project Brief:

Learning:

Process

Design a business card for the firm that refelects the brand identity.

> Understanding brand identity> Typography (hand written)- Lettering> Different printing technique> Composition> Software Skills> 3D drawing in illustrator> Aesthetics of balance and space.> Bottle design - making process

> Brainstorming> Research of existing labels> Sketching out different layouts.> Scaning and processing.> Developing the designs

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Final Artwork

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Bottle Explorations

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Rough sketches

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Referencewww.kyndalgroup.com

www.taalicreatives.com

www.edrington.com

www.bols.com

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