a gym of gin packaging, but above all the first neuromarketing case study of gin design. It is from this idea that Ginnasium took shape, a path that brought together UPM Raflatac, So.ve.mec, Luxoro, Vetroelite, Vinolok, T&K and SenseCatch, specialists in papers, printing, finishing, bottles and closures and market research and neuromarketing, and five design studios from as many Italian regions, to discover how to create a highly effective gin packaging project on consumer choice. Yes, because when you create a packaging it is not enough that it is “beautiful”: the objective of Ginnasium is to analyze the use and combination of the elements that make up the design system of a bottle of gin: papers, printing techniques, finishings, glass and closures, to understand their effect on the emotional response of the consumer. The assumption on which the entire study is based is the need to differentiate oneself from competitors through design, because not being seen is equivalent to not starting the process of considering and purchasing the product.
Ten projects for five regions
Ginnasium involved five design studios from central-southern Italy to tell the story of their region through two designs each. Each studio was provided with a bottle, customizable glass closures, two types of paper and different types of finishing, inks and printing techniques. Not a contest, but a creative exercise in which Idem Design (Puglia), Più Blù Solutions (Lazio), Basile ADV – Resistenza (Campania), AD Positive (Sicily) and D’Aroma Studio (Abruzzo) participated, following a brief in which was given freedom of expression starting from a few key elements: the name of the gin (Ginnasium), the premium positioning and the absence of written information that would recall, on the label, the flavor of the gin or influence consumer expectations.
