T-SHIRT DESIGN FOR CELSIY VODKA
CLIENT:
National Alcohol Traditions, a Ukrainian nationwide distillery
BRAND:
Celsiy flavored vodka
MARKETING OBJECTIVES:
Create stylish & wow-looking branded merch to support the Celsiy vodka advertising campaign in HoReCa.
INDUSTRY:
Food & Beverages
To wear or not to wear?
To wear or not to wear? Unfortunately, branded t-shirts aren’t so trendy in Ukraine, especially in public. Sure, you could wear one if you are a sportsman, or if required by an employer’s dress code — or you have poor taste or can’t afford another piece of clothing.
However, mostly t-shirts with huge full-chest logos usually ended up in a basket of dirty rags for outdoor works.
BREAKING THE CUSTOMER’S STEREOTYPES
I still needed to use this particular media for the brand’s promotion in HoReCa and transform ordinary customers into brand ambassadors.
According to all of this, I’ve designed a t-shirt set that people would like to wear, based on the print ad key visual, with a huge full-chest print, but without a substantial screaming logo.
As a result, the T-shirts advertised the brand and demonstrated the character of the person who wore them.
RESPECTABLE BRANDING
Even if you are a big vodka fan, you don’t have to always scream about it. So, I placed a Celsiy logo on the inside of the t-shirt, where the tag is. The customer sees the branding at the most intimate dress/undress moments and then remembers, who presented this stylish t-shirt to you.
A little emotional anchor, if you are familiar with the NLP.
Also, below the CELSIY logo, I added a tiny variation of the brand slogan, “enjoy the difference.” To make the t-shirt tag amusing, I also added “and wear again.” below the clothing care instruction.
THE BLACK OBJECT OF DESIRE
Celsiy is a brand for non-ordinary people, so you can’t get this t-shirt from the clothing store. There is only one way to get it: go to an exclusive Celsiy Party and get or win it there.
Vibrant print design, high-quality t-shirt, limited series, and the impossibility of conventional buying transformed the “ordinary branded merchandise” into an object of desire.
CREATIVE TEAM
Art director & logo designer: Mike Lytiuga
Creative concept, art direction, graphic design & colors separation
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