Sibirskie Korni

Standout features:

• Nature-inspired design
• Blurred bottle
• Calming color scheme

The Russian Pyaterochka federal retail chain released a new exclusive vodka brand aimed at customers accustomed to pricy, high-quality products.

Tasked to create brand positioning, brand name, as well as the design of the new spirit’s bottle, Wellhead agency analyzed the values of the modern consumer and considered vodka as a product that’s just about specifically associated with Russia.

Rather than connecting it with more traditional, cultural depictions, Wellhead opted to connect the packaging with the essence of the country’s nature, vast open spaces, diversity of the climate, and ultimately, their own roots.

The name “Sibirskie Korni” (Siberian Roots) is reflected in the totality of the packaging. It bottles the spirit (pun intended) of Siberian huge untouched territories, pure artesian water, and lux organic alcohol.

The printing on the reverse side of the counter-label (the depiction of the taiga) creates the feeling of the infinite power of nature. This lyrical and soft visual image emphasizes the brand's positioning, purity, and environmental friendliness, which is exactly what is valued in vodka: the softness and generosity of the Russian folk drink.