Redesign of KYZYLZHAR Vodka

KYZYLZHAR is the official representative beverage of the Republic of Kazakhstan. This status places a special responsibility on the brand’s visual identity: it must be appealing and contemporary while remaining deeply rooted in the country’s cultural code.

When a trademark becomes a successful brand, a redesign is no longer a matter of taste — it becomes a strategic necessity. However, for a business, any update is always associated with the risk of losing consumer trust built over many years. Therefore, the key objective of the redesign is to ensure that, for the mass consumer, the product appears to remain “the same” while objectively becoming better. Exactly how it has improved is not something the consumer needs to know; it is enough for them to feel it.

The work began with a comprehensive brand audit. Problematic areas in visual communications were identified and carefully improved. Particular attention was paid to the key points of interaction on the shelf — elements that are perceived instantly. These include the emblem, logo, ornament, typography, and label shape. The task was to increase their effectiveness without destroying the brand’s accumulated recognition.

The eagle emblem was completely redrawn. The image became more stylish, anatomically accurate, and expressive, which directly enhanced the perceived value of the product. The logo gained uniqueness, visual tension, and a lively, authentic character. The ornament was cleared of fragmented secondary elements, becoming more cohesive and refined. The label typography was improved for legibility and now more precisely corresponds to the product category and the cultural heritage of Kazakhstan.

When comparing the previous and updated appearances, the difference becomes obvious. At the same time, it is not perceived as a sharp change, but as a subtle, accurately calibrated refinement of details. It is precisely in these details that consumer trust resides — the trust for which customers vote every time they make a purchase.

As a result, KYZYLZHAR has acquired an updated visual identity: more premium, prestigious, and contemporary, while remaining fully recognizable. The redesign did not erase the brand’s history but carefully continued it, strengthening KYZYLZHAR’s position as the representative beverage of the Republic of Kazakhstan.