Brand Desire: Opening the package
Promotional packaging of Luksusowa vodka for the American market.
The World of Luksusowa is a world of real men who can make fun of themselves. According to our 5D packaging design me- thod, we have proposed a packaging-chal- lenge: the box should be opened with bare hands. The prize are four glasses. We have developed this concept also for pac- kaging with one glass, and even for a bot- tle without any glass.
In the 5D approach, the idea of packaging- challenge is expressed in all 5 dimen- sions:
Design – it works on the senses (in this case the sense of touch) and takes into account the remaining 5D areas Distribution – a solid packaging of fragile content as a POS
Decoy – promotional glasses + male chal- lenge
Demonstration – opening a bottle is an im- portant point of the event and an opportu- nity to demonstrate the brand’s value Desire – desire for total experience of the Luksusowa brand before the bottle is ope- ned
PS. As an example of another proposal for the same promotion with metal glasses, we also present “the only tool that a real
man needs” 😉