Summer Garden: Redesigning the Liqueur Bottle

Refreshing and Exclusive: Edmundas Jankauskas' Concept for Stumbras AB

Edmundas Jankauskas, in collaboration with Stumbras AB, has completely transformed the Summer Garden liqueur bottle. The goal was to create a fresher, more exclusive, and modern design. The use of white elements for information and secondary graphics gives the bottle a clean and sophisticated look. The main image, which aims to immediately convey the flavor of the liqueur, features colored and stylized elements of the fruits.

The Summer Garden liqueur bottle concept was created as part of a final coursework project. The design team, led by project supervisor Gediminas Lašas, worked closely with Stumbras AB to bring this vision to life.

The bottle is made using a transparent adhesive film with flexography print. Its dimensions are 140mm in width and 150mm in height. This choice of material and printing technique ensures a cost-effective production process without compromising on quality.

With keywords like Summer Garden, liqueur, cherry, pear, coffee, Stumbras AB, and label, this design captures the essence of the product and its brand. The label's purpose is to provide instant visual information about the liqueur's flavor while exuding a sense of sweetness and luxury at an affordable price point. Its simple yet eye-catching design stands out from the competition and is easily visible on the shelf.

The Summer Garden liqueur bottle redesign project commenced in January 2014 and concluded in June 2014. Extensive research was conducted to gain a better understanding of the liqueur category in the Baltic states, the main market for Summer Garden. This analysis included studying the labels of competitors, examining the elements used, color palettes, and how flavors were expressed. The insights gained from this research informed several decisions in the final design.

One of the main challenges faced during the design process was balancing the need for a visually appealing and modern design with the requirement to keep production costs low. As Summer Garden liqueur falls into the lower-priced alcoholic beverages category, it was crucial to create a label that would stand out and attract customers while remaining cost-effective.

The new label design for Summer Garden liqueur showcases the vibrant and luxurious color of the liqueur, expressing its taste and quality. By reducing the number of elements and eliminating the use of paper, the design achieves a more contemporary and sumptuous aesthetic at a lower production cost.

This exceptional redesign of the Summer Garden liqueur bottle was awarded the Silver A' Design Award in 2015. This prestigious accolade recognizes designs that demonstrate outstanding expertise, innovation, and creativity. The Summer Garden redesign impressed the jury with its technical characteristics, artistic skill, and ability to evoke positive emotions, amazement, and wonder.