SRETENKA VODKA
"A classic Russian drink for a hearty feast."
Background
The fall of 2010 was marked by the expansion of the assortment portfolio and the appearance of a new brand of vodka “Sretenka” for the Samara plant “Rodnik”.
TM “Sretenka” is a table drink emphasizing the originality of Russian cuisine and reminiscent of the traditions of vodka drinking in Russia.
Not so long ago, in order to strengthen the market position of the new vodka brand, Rodnik Company decided to update the design of vodka and redesign the label of the Sretenka trademark.
Task
The main task of the project was to find unique identifying elements needed for the product redesign. As well as the development of a unique label printing technology.
Decision
Work on the project began with market research, analyzing competitive brands and their packaging design concepts, and studying the preferences of the target audience.
The design of vodka “Sretenka” is kept in the retro style, refers to the Russian traditions of a hearty feast, traditions of Russian cuisine – “a drink that gives a special flavor to hearty snacks”. This concept of vodka brand positioning had to be retained during the redesign process. And it was also important to keep the main image – an illustration of a “festive feast” and text reflecting the unique selling proposition of the vodka brand.
Before the redesign, Sretenka vodka had the following look:
New label design for a vodka brand
The restyling was to update the presentation of identification elements in the label composition, select and apply new unique design elements.
Thus, the restyling of the vodka included the following:
- Designing unique fonts;
- Changing the pattern to a “dotted” pattern, replacing the former vertical lines;
- The addition of a new identification element – medals at the bottom of the label – is a “deserved award” of the traditional Russian drink, a guarantee of product quality and a pleasant feast. The composition of the medal label replaced the former “canape sandwich with herring”.
- Adding gold stripes on top and bottom of the label, decorating and increasing the height of the label.
Label printing technology
In addition, a special label printing technology was offered to the customer.
The gold background can be brightened and made a little lighter by adding a transparent white color – white varnish and toner. Or by underpainting the pattern dots with translucent white or matte varnish.
Dots and medal elements (stripes) can be made at the expense of:
- Congreve;
- Congreve with underpainting of the element (on the gold areas);
- Congreve with matte lacquer.
Result
The new label design did not change the essence of the product, kept its positioning and basic identification elements. The design concept received approval and was endorsed by the customer.
Summary
Brand design can be simple but still attractive and recognizable. Individual elements and small details add up to a unified image of your product and contribute to its quick memorability by the target audience. Therefore, it is important to think about every detail and the packaging as a whole. And it’s better if professional designers and marketers take care of it.
