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Juravli Vodka Redesign

Design: Yevgeny Razumov
3D - Visualizer: Pavel Gubin
Illustrator: Aleksandr Kiryushin
Project Type: Produced, Commercial Work
Client: Roust
Location: Moscow, Russia
Packaging Contents: Vodka, alcohol
Packaging Substrate / Materials: Glass, aluminium cap, paper
Printing Process: Lenticular printing technology

About the product
’’Juravli” (Cranes) vodka belongs to the group of companies “Roust” and is one of the most popular vodka brands in Russia. It’s produced on the basis of high-quality “lux” class spirit and water from their own artesian well which underwent multistage treatment. To render the drink light and soft taste, ‘’Juravli” vodka is subjected to the unique technology of oxygen enrichment, due to which we get the drink of excellent quality for the most tempted connoisseurs.

During the last years, the brand began to lose its positions on the market. The design is out of date and large number of clones imitating and copying elements of the brand (for example, narrow bottleneck) created a situation when it became necessary to create something more revolutionary and unique.

The main objective for a new design was strengthening of emotional values of the product – air, freedom, lightness, softness and also to strengthen its uniqueness using some effects which could be difficult to copy or repeat.

New design uses unique Lenticular printing technology which doesn't have analogues on Russian alcohol market. Effect of technology is in the change of images while looking at different angles. Thanks to this effect it feels that the cranes on the label really fly, since during the bend of a bottle or change of vision angle the wings of birds go up and then down.

There is no way you miss it when you pass by the shelf in the supermarket. The hand will reach for the product to see if it was mistake of a vision. And this is a good reason to put the product in a basket.

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