Silver Cloud presentation & development

The set of TeKiwi brand and packaging design visuals in the gallery were the set of draft packaging concepts developed to test a broad range of possible brand character in terms of both visual design, colour, composition and typography and also to provide a contextual blank slate for honing the copywriting of the Silver Cloud brand story. All were constrained by the need to sit well on the hand-blown, one-off art glass bottles, no two the same.

Positioning the Silver Cloud distilled alcoholic beverage, the name and the brand carefully

The purpose of the Silver Cloud name, naming nomenclature, corporate identity system, trademark and packaging system is to assert that; this is the distilled alcoholic beverage hand made in small batches from 100% Blue Agave that is cultivated in Golden Bay, New Zealand, then processed, distilled and bottled in Takaka, known as Silver Cloud.

We have positioned the “Silver Cloud” brand within an indigenous, authentic Kiwi framework. Silver Cloud is grown here in plantations in Golden Bay, it is processed using a method developed by Terry Knight (using custom hardware and processes designed and built by him) then distilled and bottled in Takaka. The Silver Cloud brand and labelling system stands on the contents of the bottle, foremost among its singular merits is the fact it has the distinction of being the “world’s first” Agave Spirit made in Aotearoa New Zealand.

The aspirational brand and packaging system rationale

In the same manner that the name Silver Cloud is instantly recognisable by New Zealanders, and by many people internationally, as being from Aotearoa New Zealand, it follows that it also asserts that the 100% Blue Agave beverage is from New Zealand. The single-minded idea that guided the design of the trademark and packaging system is that it must make the visually striking first impression that Silver Cloud is a prestige product from New Zealand, and upon closer inspection leave the customer with the memorable idea that Silver Cloud is the first 100% Agave made in New Zealand and a liquor premium brand. The planned attached booklet will contain quality photography of the product set in its Golden Bay home, an infographic map of the region, and the following copy;

“This is New Zealand’s first 100% agave spirit, distilled from Blue agave tequilana grown in our plantations in fertile Golden Bay at the top of the South Island. This superb Silver Cloud was double-distilled in Takaka in accordance with traditional artisan methods and over 200 years of Kiwi ingenuity. Silver Cloud distillate of the agave plant has been sold under the that name since the 30 bottle first release in 2014.

Silver Cloud 100% Blue Agave is a new Agave Spirit product category

The goal of our branding and packaging system launch is to assert that Silver Cloud 100% Blue Agave is a new Agave Spirit product category—one sip is all that is required to prove that it is an excellent, authentic 100% Blue Agave Spirit. What the Silver Cloud beverage, trademark and packaging system aims to achieve is for consumers to perceive those facts and call Silver Cloud, Silver Cloud.

Credits

Printer: Croft Printing Limited
Font credits: Meta Bold LF-Caps, Rage Italic

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