Creative director: Uros Alavantic
Project Type: Produced
Client: Apatinska brewery
Product Launch Location: Global
Packaging Contents: Drink
Packaging Substrate / Materials: Aluminium can
Printing Process: Aluminium printing
Tradition told in a modern way
Kvaster is a brand of the traditionally Slavic fermented beverage called Kvass. We wanted to find a creative solution that would visually tell a tale of Kvaster’s value and attributes, of its taste and benefits.
One of our main challenges was to modernize the look (and feel) of the kvass. The drink itself has a very obsolete connotation in the consumer’s consciousness. That setback was supposed to be “bypassed” with a visual communication that would appeal to the both old and new consumers in a relevant way of communicating a fresh and modern brand that also pays homage to the traditional qualities and values.
Kvass is traditionally the drink that could be found on both the common people’s and royal table. The team aimed to integrate those entities into a patterned “cape” that would mantle the Kvaster as the real heir of the iconic drink of good old times. The pattern was created as the creative interpretation of the kvass’ core ingredients and elements that communicate the natural origin and potential health benefits.