This document discusses premium beverage packaging design strategies from a Czech packaging design firm. It outlines the firm's experience and capabilities. It then discusses how the firm approaches creating premium packaging designs by visualizing the brand's values through strategic design that combines package attributes, style, and character. Key elements that convey premium quality discussed include materials, technological refinement, uniqueness, luxury, simplicity, perfection, authenticity, and hand-made touches. Examples of the firm's past projects are provided.

1. Premium Beverage Packaging Design
Ji í Fiala, Martin Vlk
Prague, November 28th, 2012
6th Czech and Slovak Packaging Congress

2. Packaging Design and Brand Strategy
Across the Central-European Region
19 Years of Experience
Team of 40 Top Professionals
More than 100 Clients
From 10 Countries around Europe
More than 20,000 Designed SKUs
P R A G U E ¦ L O N D O N

3. HOW
TO CREATE
A PREMIUM
BEVERAGE
DESIGN

4. HOW do we at Fiala & Šebek approach
a task to create a premium beverage packaging?

5. At Fiala & Šebek, designers draw a lot,
but before they do,
they THINK a great deal more.

6. Strategy implemented in design
results in VISUALISATION of values,
emotions and benefits.

7. To create a premium design
is to visualise a VALUE.

8. Which value?

9. Low Cost
Economy
Mainstream
Premium
Super Premium
Ultra Premium
I want the best price no matter what
I purchase more than I pay for
I readily pay for quality
Unusual experience
I belong here
Pomp
Price Segment Expression of a Value

10. Low Cost
Economy
Mainstream
Premium
Super Premium
Ultra Premium
I don t have
I am smart
I live well
Treating myself
Enjoying it
Spoiling myself
Price Segment Value Benefit

11. How does a designer convey
the required value?

12. The designer combines
3 groups of attributes to promote
the product or brand s vision.

13. PACKAGE
CHARACTERSTYLE

14. No 1
PACKAGE

15. What tools can the designer employ
upon premium value creation?

16. Colours

17. Materials

18. Technological
Refinement

19. Shape (Structural Design)

20. Legacy of
a Renowned
Designer

21. An Idea

22. No 2
STYLE

23. What premium styles
can the designer employ to convey
the product or brand s value message?

24. Uniqueness
Tradition
LUXURY
Simplicity / Minimalism
Individuality
PERFECTION
Authenticity
RICHNESS

25. UniQUENESS

28. Tradition

32. Authenticity

36. LUXURY

40. Simplicity
Minimalism

43. RICHNESS

46. PERFECTION

49. Individuality

52. No 3
CHARACTER

53. What tools does the designer use to ascribe
the value of unmistakable character to
a product?

54. Hand-made Touch

55. Hand-made details
are associated with high product value.

58. Highly sophisticated details
add the true feel of craftsmanship to the value.

61. Handwriting
revives the product.

64. The way we do things at Fiala & Šebek

65. Vodka 42 ...

67. Chateau Bzenec
Sparkling Wine...

76. Moric Sparkling Wine ...

84. Thank you for your attention.
Bořanovická 41, 182 00 Praha 8, Czech Republic
Phone: +420 284 689 444 | E-mail: info@fiala-sebek.cz |
www.fiala-sebek.cz