One of the most unique vodka brands on the Russian market “Belochka: ya prishla!” (Bun: I’m here!), owned by RusInvest company, gets a facelift and positions itself for further expansion. The new image was developed by renowned designer Dmitry Valdt, the mastermind behind the design of Belenkaya, Zhuravli, and Putinka vodka brands.

We need to point out that Belochka: ya prishla! vodka brand was registered in 2010. Its launch coincided with the appearance of the social dry virus video “Adskaya Belochka” (Helluva Bun). The promo video was launched online by the Ministry of Public Health of Russia and became a real hit watched by millions of users. As a result the new brand with unusual visual language and positioning as anti-alcoholic vodka became popular among consumers. The sales went beyond 32 million bottles all over Russia.

In a fresh design the amount of aggression was clearly reduced while the whole concept was retained. The Bun is smiling now, it became friendlier. The branded bottle is higher and slimmer. The tagline “Throw in a Line!” on the front of the bottle and the scale of consumption (“You are welcome!” — “Enough!” — “Get off it!” — “I’m here!”) on the back of the bottle humorously warn consumers about the risk of alcohol overconsumption.

That is the time for Bun being a friend and conversation partner who not only scares the consumer with the after-effects of alcohol abuse, but also persuades him to know when to stop, explain authors of the project. Irregular asymmetrical shape of the bottle bears a resemblance to of the flask while being more expensive and convenient to hold. Due to the increased height the bottle should be able to stand out on the shelf.

Together with redesign the range of Belochka vodka flavors was reduced. Now the focal point is the two major flavors being the brand best sellers. They are Belochka made with cones, and Belochka made with nuts. This decision should simplify the product distribution and logistics while ensuring the brand is more recognizable than ever.

Belochka: ya prishla! author and marketing specialist Oleg Glazunov believes that the time for relaunch of the product is right. “Today, when the original shock from the price increase has passed, the consumer is getting used to the new segmentation. Belochka vodka in its visual style should be in step with its price,” he explained.