Once a very popular and sexy category, the light cocktail market is now declining. It is perceived as dated and not in line with worldwide trends. Premium is the only active segment in the category, and is represented by well known international brands.
The client wants to strengthen Lithuanian Vodka brand by attracting a younger audience that does not care about pure vodka. They want to revitalise the category in Lithuania, launching in the busy premium segment.
Create 3 label designs for separate Chilled flavours, giving the brand a youthful modern feel. There is no need to get super traditional, but the brand’s long-lived graphic character has to be preserved. The product is expected to have a premium, high quality look.
A see-through label communicates light taste and alcohol content of the cocktails. On the shelf, the tastes are distinguished by different colours. From a closer look, every taste is further accentuated by original patterns – a modern interpretation of national designs, and further development of Lithuanian Vodka graphic identity. Premium look is achieved by means of design – subtlety of the patterns, layout, and production – silkscreen, foil and tactile UV varnish.