Flying Deer Project
Brand Development | Masters Course Group Project | Culture and Identity Unit
This project was part of the culture and identity unit which required us to create a product influenced by a country of our choice and introduce it to the Australian market. The group consisted of four members. All of us undertook the task of researching, brainstorming on product ideas and development of the product.
My contribution of the product was to create an overall visual identity of the brand and packaging.
Airag, produced from fermented horse or cow’s milk, is used as a raw material for the distillation of arkhi. The resulting ‘milk vodka’ is clear, has 10-20% alcohol content, and can be served hot or cold.
Product:
Flying Reindeer, a milk vodka ‘ready to drink’ (RTD) beverage; a product that will introduce a traditional, nomadic Mongolian drink to an Australian audience, stimulating a unique culinary cultural exchange. It is a range of single-serve, premixed alcoholic cocktails that introduces Australian audiences to Mongolian milk vodka, premixed with flavourings to suit an Australian palate.
The brand name Flying Deer refers to Mongolian ‘deer stones’, mysterious nomadic monuments scattered across Central, Northern and Western Mongolia.
Target Audience:
The target market for Flying Deer is the health-conscious millennial (18-30 years), male or female, who drink in moderation and are looking for an organic, low-calorie alcoholic beverage with a unique taste.
Brand Message:
To introduce the concept of arkhi to the Australian market, Flying Deer needs a strong branding message that appeals to millennial consumers. This message is twofold; first to promote its ‘health conscious’ qualities, and secondly, to engage consumers in a memorable and enjoyable new experience – drinking arkhi milk vodka.
The Flying Deer range is low in sugar, gluten and lactose-free (the distillation process removes lactose particles), has a moderate alcohol content (4.2%) and is made from organic and locally sourced Australian ingredients.