What is the company's profile

A producer of organic vodka, aiming to disrupt the old-fashioned alcohol sector.

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What is the extent of tasks

A        Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B        Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C        Brand Appearance (Brand Visual Identity, Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Packaging Design, Editorial, Stationary, Web & Digital Design, UX/UI Design).

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What are the objectives
‍A        To create a disruptive, modern vodka brand contrasting with a predominantly conservative market.

B        To target stakeholders who value modern design and seek alternative products.

C        To develop a distinctive brand language that initiates interactions within a social context.

How we achieved the objectives

A        The first step was positioning and anchoring, in this case, it's a drunkard's mumbling. It originates from a triangle of dependencies: if it's vodka, it must be Polish; if it's Polish, it must sound unintelligible; if it sounds unintelligible, it must be because of vodka. The cycle then repeats.

B        The third step was verbal design. The brand language is a blend of high-toned and pedestrian absurdity, humorously combining intellectuality with a touch of intoxication. Thus, there are two names for the brand: the full, 'intellectual', name – 'The vodka is g**d when you can hardly say its name®' – and the 'intoxicated' abbreviation – 'Tvigwychsin'. The brand 'poem' functions as a positioning tool, immersing the audience in the world of the brand.

C        The third step was verbal design. The brand language is a blend of high-toned and pedestrian absurdity, humorously combining intellectuality with a touch of intoxication. Thus, there are two names for the brand: the full, 'intellectual', name – 'The vodka is g**d when you can hardly say its name®' – and the 'intoxicated' abbreviation – 'Tvigwychsin'. The brand 'poem' functions as a positioning tool, immersing the audience in the world of the brand.

D        The fourth step involved recognizing and addressing the fundamental challenge of implementing a system that was intentionally designed to confuse the customer. The brand lacks a clear name, and pronouncing it is both confusing and socially awkward, making ordering it more difficult. The goal was to keep the disruptive design but balance it with visual aids.

E        The fifth step involves adapting the strategic and verbal concept to the visual design and addressing the challenges mentioned above. The laser-green colour, along with placing the label at an angle, serves as the first visual aid, making the bottle stand out and easier to spot and describe to the clerk or bartender. The second visual aid involves placing the bottle on the shelf with the label facing backward, revealing the brand name that can be read through the glass.

F        The sixth step involves educating sales representatives on how to pronounce the brand name and provide support to the buyer.