1. The Challenge
Tailoring the Design for the Premium Segment in a New Market
Fratelli Branca Destilerías, the Argentine company renowned for producing the iconic Fernet Branca, made the strategic decision to introduce Vodka Sernova, an Italian-origin product. While this classic beverage hadn't seen any recent innovations, the vodka market in Argentina was undergoing substantial expansion. Upon evaluating the financial viability of this venture, it became apparent that the current design elements were ill-suited for the Argentine market. As a result, we were entrusted with the task of undertaking a structural redesign of both the bottle and label graphics. Our foremost objective was to ensure that the product could be locally produced while retaining its distinct European essence. Secondly, we aimed to craft a style that could effectively vie in the premium segment.