67 Vodka

Peters Hnos. has been producing spirits and liqueurs in Argentina since 1867. It is the second-oldest registered brand in the country and the creator of the iconic Ginebra Llave. Today, the company boasts an extensive portfolio of over 60 products and holds a solid position in the mid-range market segment. However, the branding for some of its products had become outdated compared to the competition, failing to reflect the company’s quality, long-standing history, and expertise.

We began the portfolio redesign with 67 Vodka—a mid-range line consisting of a classic vodka and several flavored varieties. Its visual identity offered significant room for improvement: it lacked a strong, recognizable image. Furthermore, the use of transparent labels (“no-label look”) with black typography made the product difficult to read—particularly in bars and nightlife venues, which are key consumption environments. Additionally, the flavored varieties failed to communicate their specific flavors quickly and effectively. In a highly competitive category dominated by international brands, 67 Vodka needed to refresh its identity to highlight its quality, strengthen its differentiation, and connect with its target audience.

We analyzed the existing identity and key competitor brands to identify areas for improvement and define a new visual language. Because the original bottle had to be retained for production and logistical reasons, we focused the transformation on the design of the front label. We developed an identity that blends modernity, sophistication, and character, featuring an aesthetic with high visual impact.

The number “67” takes center stage, rendered in a bold, geometric typeface that adds personality and ensures the brand is instantly recognizable. A carefully curated color palette, copper accents, and a contemporary geometric pattern come together to create a distinctive visual universe. Textures and metallic finishes reinforce the perception of quality, while the new graphic system brings coherence to the entire product line, making it easy to identify each variety.

A refreshed identity that balances elegance, dynamism, and personality. A design that enhances the visibility and recognition of 67 Vodka, strengthens its presence at the point of sale, and projects a more contemporary, attractive, and competitive image within the world of spirits.