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Design: Valeria Obrazkova
Location: Russia
Project Type: Student Project
School: HSE Art and Design School
Tutor: Leonid Slavin
Packaging Contents: Alcohol
Packaging Substrate / Materials: Glass bottle

The main task was to resurrect a long forgotten brand of vodka and liqueurs, which were successfully produced in 1969. At the moment, a series of mass market products was released under the Okhotnichya brand. My task was to develop and design a line of products for the sub-premium segment. The mission of the brand is to revive an archival recipe from 20th century.

The target audience is men 35-45 years old, with an average income, they are fond of hunting and fishing, and they like to spend time with friends. This product is for everyone who has ever held a gun in his hands and considers himself a real hunter in his heart.

The metaphor is based on the idea of a rifle scope, because a good rifle scope is the key to a successful hunt. On the back of the bottle there is an illustration of a capercaillie, the reference for which is a capercaillie from a historical analogue. On the front label there is a cut-out in the shape of a sight and when the consumer picks up the package he can aim. The shape of the bottle refers to the flask, and the cap to the hunting cartridges. The label is full of details like a collectible weapon. Each bottle has a unique serial number that is printed on the label.

After researching the historical counterpart of vodka, studying the target audience and its world, I was able to create a unique bottle for the brand, design its label, gift set and souvenir products.