Have fun creating a label for a new Premium Spirits - Cachaça

Food & Drink

Toco Imports, LLC

www.tococachaca.com

Toco Cachaça

We seek to design a label for an ultra-premium artisanal cachaça named “Toco Cachaça”. Cachaça is a distilled spirit made from fresh sugar cane and solely produced in Brazil. It is third in worldwide spirits sales, but the majority of the sales are limited to Brazil and it is currently almost unknown to the US market. A new generation of cachaça producers has recently returned to the ancestral methods of artisanal production using copper containers and small batches (Alambique method as opposed to the industrial method) in an effort to recapture the original flavor of the liquor. Following this fermentation process, the spirit is aged in a variety of different wood barrels (Oak, Jequitibá, Amburana) to impart further flavors. Through this artisanal production, the liquor naturally possesses a rich, spicy and fruity aroma which constitutes a great drink on the rock (i.e. sipping cachaça). It can also be mixed to create very diverse flavor profiles: with lime and sugar (caipirinha); with vermouth (rabo de galo) and with coffee.

US/Canadian market at first but international in 3 years. Sophisticated, sociable, educated, savvy and adventurous American men and women aged 30+, medium / high purchasing power living in highly populated urban areas who value new experiences and authenticity. Our target customers value quality, great taste, exclusivity and product innovation. They also like unique products, new experiences and to be trendsetters. They have a lot of choices, and currently drink ultra-premium craft Tequila (Casamigos), Vodka, Gin (St George), and Bourbon. Our target consumers want to engage with brands on social media. They seek to diverge from the paths their parents took, and extend that desire to the products they buy--opting to "discover" something new rather than adopt the products their parents consumed. Once they find a brand, they tend to stay with it, as the brand becomes a part of their identity. The target consumer is also health conscious with a preference towards purchasing food items that are locally grown, produced in small batches with authentic flavors. The consumer is also concerned with environmental sustainability and preservation. Given the wide range of liquor options they are exposed to, they can afford to be selective with their purchases--as a result, quality is key to appealing to these consumers in the long run. They look for a high-quality product with authentic taste.

We want a memorable label that could become iconic of this category of spirits. The package should exemplify ultra-premium quality, artisanal and tradition, with a hint of contemporary innovation. Traditional with an element of something unexpected, something bold. It should feel warm and inviting. It could also include elements of the Brazilian environment, but without the stereotypical Brazilian icons (like the Christ statue). The product’s name “Toco” originates from the toco toucan which is found in Brazil. Our product is made in the state of Minas Gerais (Brazil), the birthplace of cachaça. We want to emphasize elegance, luxury, quality, craftsmanship, and authenticity while providing a look familiar to the American consumer. This unique cachaça is an ultra-premium product at $60.00+ per bottle. FRONT LABEL - Toco Logo - "Aged 3 years" - "42% ALC./VOL. (84 PROOF)" - "750 ML" -"Hand Crafted in Minas Gerais, Brazil" BACK LABEL -Description: "Seeking relief from the stress of sleepless nights, two prominent surgeon brothers flew to the remote state of Minas Gerais in Brazil. There, they discovered a local craft spirit distilled from fresh sugarcane and aged in Brazilian wood barrel to create an exceptionally smooth taste. The rich flavor comes from the artisanal production using copper stills. Born out of the passion to evade an oppressing routine, Toco ® is crafted for those seeking an adventure into the freedom of wilderness. Seize new flavors and unleash the Amazon in your life!" - Health Warning "GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS, (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS." Note: “GOVERNMENT WARNING” must be in caps and bold. minimum of 2mm, maximum characters per inch = 25 - "Produto do Brasil" - "Imported by Toco Imports LLC, Austin, TX, USA" - UPC Code (please leave a blank space for this on the back label) SEAL - "Artisanal Cachaça" The seal over the cap should have a section for the batch and bottle #. CAP Heat burned Toco Logo (just the toucans not the lettering)

Can't be boring and shouldn't have obvious, stereotypical Brazilian imagery. We want something upscale and cutting-edge. Traditional, but not old fashioned nor historic, stodgy, and uptight.

http://www.o-i.com/uploadedFiles/Pages/North_America/Product_Solutions/PINCH%20GRANDEUR.pdfhttp://www.o-i.com/uploadedFiles/Pages/North_America/Product_Solutions/PINCH%20GRANDEUR.pdf