Design: Boldly
Location: United Kingdom
Project Type: Produced
Client: Vusa
Photographer: Nick Howe
Product Launch Location: United Kingdom
Packaging Contents: Vodka
Packaging Substrate / Materials: Glass bottle
Printing Process: Digital print, foil stamping, raised varnish and embossing

Premium vodka isn’t the first thing you’d associate with Africa. But then, Boldly’s role in the launch of this exciting new product was all about subverting the expected to discover the new.

Vusa is a distinctively African vodka. Unlike European grain-based vodkas, it’s distilled from sugar cane grown naturally in KwaZulu-Natal and filtered through the iconic Baobab tree using water from the Lions River.

Boldly wanted the brand to celebrate this provenance whilst showcasing the diverse reality of 21st century Africa, from underground music and street art to food and fashion.

The name Vusa, meaning “awaken” in Zulu, unlocked the idea of channeling raw creativity and self-expression. This quickly led to the tagline: Awaken Your Spirit.

The diamond shaped logo icon, inspired by Zulu art, expresses energy and motion. The label is die-cut from this same diamond shape, creating a visual burst that reveals a bold black and white pattern inside the bottle.