Mina ratafia is the first of its kind to be elaborated using magnolia flowers which are hand-picked in Bellmunt del Priorat. The recipe, privy only to a handful of people, is handed down from generation to generation. The detail and craftsmanship involved in the elaboration grants a clear, bright and intense colour with golden hues that hint at a floral aroma.
The ratafina Mina has a very important differentiating factor that makes it unique and fresh. Nevertheless, it did not have the packaging or image conveying this image. That is why the brand was in need of a new packaging change able to transmit all its essence.
More than packaging, it was the creation of a message. With its new visual identity the brand is now able to transmit a message of fantasy, sweetness and freshness. “ Lost in a sweet dream”, making the product an experience to relish and increasing sales exponentially compared to previous sales.
Possessing the ability to generate an extra value is what positions a brand ahead of others. Offering an experience is a key factor; in this case it is the promise of a journey through the product generating expectations otherwise not possible if you do not buy it.
The beverages sector is one with a high growth rate, especially since the pandemic. We stand before a sector which is saturated by new inputs and products. The direct and indirect user behaviour, together with needs and user demands, are all measured by use of a benchmark analysis.
Jointly with Mina, the brand identity is elaborated and contains a clear concise message: “Lost in a sweet dream”, evoquing sweetness abd the care involved in ratafia making. This positions the product in a dream world of fantasy from where nobody wants to leave and where extraordinary things happen.
The depiction of such a unique message required the creation of a label with a detailed style that had finesse, was femenine, natural and attractive. To this effect the illustrations were created using the images of products included in the ratafia’s elaboration: orange blossom, magnolia, elderflower and the nature surrounding the region of the Priorat. A fresh and romantic result that introduces flavour through packaging.
© TheYesBrand 2021