Title	VELVET
Brand	APU COMPANY
Product/Service	ALCOHOLIC BEVERAGES
Category	E02. Drinks
Entrant	SVOE MNENIE Moscow, RUSSIA
Idea Creation	SVOE MNENIE Moscow, RUSSIA

Name	Company	Position
Andrey Kugaevskikh	Svoe Mnenie	CEO
Sergei Trushevsky	Svoe Mnenie	Art Director
Marina Dovbnya	Svoe Mnenie	Designer

The Campaign

As proactive leaders they create or control a situation by causing something new to happen. That's why we have placed divergent circles on the bottle as the metaphor of their impact on their surroundings, also it resemble the shape of a vinyl record that refers to music and nightlife. On the other hand this element communicates smooth taste of the product.

Creative Execution

Choice of colors fell on the trendy combination of contrasting glowing orange and deep emerald green, such dissonance allowed the product to become noticeable both on the shelf and in the bar. Simple clean design, modern typography, and the absence of the traditional vodka codes make it attractive to the most progressive sections of the population. And we put some twist in logo: in the Latin name of the brand appears "L" written in Cyrillic – “?” because Mongolia uses the Cyrillic alphabet.

Indication of how successful the outcome was in the market

Stood on shelves in August 2016, bright and visible, fully complies with the objectives of the brief “VELVET” brand of a fun time guys, fun to spend and evening with the exquisite style of this innovative product the desire to expression, filled with all you brides and confidence in the energy company in 2016 APU for the guys, the young generation in the lead generation representative is the new. “Proclaim liberty!”

Trendsetter People who like to set the trend with the newest product or style on the market. They are likely to have been overseas or hang around with expats in Mongolia. What they choose in public is the expression of their emotions and image consciousness and they will keep their image in public places like in cocktail bar, lounge and club Proactive leader People who create or control a situation by causing something to happen rather than responding to it after it has happened. They push the limits for their ambition and lead their companion in a professional way.