Recently launched in the Czech Republic, Ice&Fire is a new liquor by local branch of Pernod Ricard (Jan Becher Karlovarska Becherovka). Here is a case study how Cocoon Group created its visual identity.
Ice&Fire by Cocoon Group: visual identity and packaging design
The story of
Ice & Fire
Creating visual identity and packaging
In spring of 2013, Jan Becher – Pernod Ricard approached Cocoon
Group to create an identity for an innovative spirit aiming at a
young target audience. The spirits market is actually extremely
crowded and active and brands looking to attract young drinkers
use various tricks and gimmicks in their communication.
Competitors in this category heavily promote themselves both
on and oﬀ-premises. So attracting consumers spoiled by
constant promotional bombardment is a diﬃcult task. And
launching new brands or real innovations is a real challenge
both for producers as well as for collaborating agencies.
Catching the Attention of young (LA) drinkers
When CG took on the project, only a few aspects of the brand
were nailed down. The product is a spirit, which oﬀers a new taste
experience by bringing two diﬀerent ﬂavors in one sip; hot and
spicy, immediately followed by a cool refreshing taste of menthol
– the ‘ice and ﬁre’ experience. Together with the client and
Turning a cool drink into a hot new brand
research agency we had to identify relevant brand strategy
directions, answering questions such as: “What the brand should
stand for in minds of the target?”, “What would be its promise?”,
“What moods and emotions might it be connected with?”, or
“What is the role within the portfolio of Jan Becher's products?”
Who was our consumer? Mostly young people, and especially men,
who like going out, who are open to experience something
unpredictable and surprising. They don’t drink the cheapest stuﬀ
available. They appreciate quality brands. They’re aware of trends.
They like to have fun and enjoy new experiences and challenges.
Stories are the most primal way of communicating ideas. Brands
are ideas whose power can be unlocked in a powerful, engaging
brand story. CG explored a number of routes for the Fire & Ice
brand story, which was later used as inspiration for the design.
In search of a story
After exploring several possible routes, we developed the idea
of a dual world as our brand story – a magical place that lures
you with its promise of the unexpected and the unknown.
The brand story then became the inspiration for our identity. The
CG team sought and developed appropriate visual metaphors
through design exploration as well as parsing consumer feedback.
…And a visual metaphor
Experience the unexpected!
Icy and hot taste in one.
The bold and dynamic look of the brand stems from the elements’
nature. The iconic bottle is the signature of Jan Becher
Karlovarská Becherovka, a traditional and reliable producer. The
matt black coating and the label printed on metallic paper and
subtle light eﬀects make Ice&Fire extraordinary and attractive.
“In Developing this completely
new oﬀer and new product
with Cocoon Group, we really
recognized agency’s strength
in strategic thinking - the
ability to think in the broad
context of current trends, the
target group needs, and long-
term marketing objectives.”