The document summarizes the redesign of the packaging for Fireball Whiskey. It discusses positioning the brand as approachable and down-to-earth through an earthy visual identity and in-store brand ambassador activities. It aims to price the whiskey under $30 to fit this positioning while still appearing classy and alternative. Sketches of the new bottle and box designs are included, moving from the initial to final versions.

1. Package Redesign
Final Culmination
Vennie Dobrosavljevic

2. Fireball Whiskey( Current)

3. Mood Board

4. Brand Positioning
• The product: The Whiskey has a classy feel to it. The cinnamon
flavor is an alternative which challenges what the meaning of
classy.
• The visual identity: Designing a label and packaging that has an
earthy feel.
• The communication strategy: Focusing their communication on
in-store activities with brand ambassador; helping the product to be
perceived as approachable and down-to-earth ads/ want-to-be
style.
• The price: Offering a price of less than $30 to fit be perceived as
“approachable”, yet classy and alternative.

5. Brand Personality
Sophistication
Upper-
class
Good-
looking
Glamorous
Ruggedness
Western
Rugged
Sincerity
Growing
City
Alternative
Sentimental

6. Competitive Analysis

7. Occupation: Designer
Age: 25
Needs: Reliability
Goals: Inspiration, Ideas
Mark

8. Occupation: Entrepreneur
Age: 31
Needs: efficiency, dependability
Goals: cost effective, networking, sales
Doug

9. Occupation: Fashion Designer
Age: 27
Needs: Aesthetics, Surprise, Flavor
Goals: Fun, Ideation
Nancy

10. Initial Sketches

11. Progress Sketches

12. Background

13. Bottle Front Label

14. Bottle Back Label

15. Box Front Label

16. Box Back Label

17. Sides of Box

18. Bottle Before

19. Bottle After

20. Box- Before

21. Box After

22. Final Product