TWO GEES

Design: Metropolia
Location: Russia
Project Type: Produced
Client: OPVZ
Product Launch Location: Russia
Packaging Contents: Cider
Packaging Substrate / Materials: Aluminium
Printing Process: Flexography

In cooperation with the company “United Penza Vodka Plants” agency “METROPOLIA” implemented a project with rebranding of low-alcohol beverages brand.

Holding “OPVZ” as one of the leaders of the alcohol market in Russia has a lot of different brands in its portfolio. Including low-alcohol brands. One of the oldest low-alcohol brands is the “Dva Gusya”. The initial image allowed the brand to reach satisfactory sales volumes, but over time it became outdated and stopped attracting new customers. In addition, packaging design combined with naming disoriented customers, some of whom believed that the product is a children’s one.

METROPOLIA was tasked with rebranding TM “DVA GUSIA”. Already at the preliminary stage, we came to the conclusion that the “game” name, even in the absence of cartoon characters, will be difficult to “sell” to a new generation of consumers (core – 25-50-year-old male). That’s why we offered the customer to translate the name into English (“TWO GEES”), thus “untie” the brand from unpromising positioning. The customer agreed with our proposal, and we start the creation of a design concept.

The most successful direction of the brand image development was recognized as “kraft”, monochrome style. The most promising graphic solution was the visual concentration on the image of fruits that are part of the product and reflect its naturalness. Thus, a “hybrid” of goose and fruit (for mead – “honey barrel”) appeared for each SKU. As a result, a product that stands out on the shelf, presented in retail in all regions of Russia, was born.

What’s Unique?
The most promising graphic solution was the visual concentration on the image of fruits that are part of the product and reflect its naturalness. Thus, a “hybrid” of goose and fruit (for mead – “honey barrel”) appeared for each SKU.