Branding, Packaging

Rozsh 'Authentic Kvas'

Awards:
AIGA Flux Student Design Competition
Winner 2021 Packaging - Rozsh

Rozsh is a beverage brand that sells the Baltic fermented drink kvas. Kvas is most popular, and even considered patriotic, in Russia and Ukraine and has been around since the Middle Ages. This design was specifically inspired by Russian culture and features the artwork of different Russian artists ranging from avant-garde to expressionism.

Target Audience(s)
& Market

Primary Audience: American Male ages 25-39,
Secondary Audience: American Female ages 25-39

• Seeking non-alcoholic alternatives to beer
• Interested in organic drinks that help boost immune system and are full of vitamins
• Audience currently love products such as Whiteclaw, kombucha, or beer
• Loves having get-togethers or happy hours
• Love to travel and experience other countries/cultures

Desired Audience Perception/Project Tonality

Organic, authentic, hint of modern, healthy, warm

Approach

For the label shape, I knew I wanted something more abstract that would stand out on a shelf compared to the traditional rectangle labels. To the left, you can see one of the Russian artworks I was heavily inspired by when creating the actual label shape. I loved the idea of taking the upside-down arrow and manipulating it to create an abstract panel type of label.

Flat Spreads of the Individual Labels

© 2024 Olivia Allison