Russia Market Vodka label design
Uniqa Vodka Design is one of the nation’s leading label design firms specializing in vodka and breaking into the wine market by building on this experience. Uniqa designs labels for the market’s three top vodka brands.
The design firm stresses that it is not just a creative resource for brands. Dmitry Morozov, chief of creative group, says, ‘We hire people from the segment who know the industry inside and out. In this way we can educate our clients on every step in bringing a vodka brand to market – label material and bottle selection, label application and alcohol production.’The design team believes that the key to a brand’s success is focusing on one specific market segment. With over 3,500 brands already in the marketplace, honing efforts to reach a particular consumer demographic is the best way to win.
Uniqa works with some beer brands, mostly the international labels looking for an edge. Morozov says, ‘Vodka has a three year life cycle, so this is where we see the most interesting innovations. We can see the changes that are happening in the market, particularly as brands try to differentiate. Often the change occurs with a move from wet glue to clear-on-clear PS material.’
Uniqa clients are consulted on the advantages that can be found by choosing pressure sensitive labels for their brand, both by shelf appeal and total applied cost when it comes to labeling efficiencies. The feeling is that the material selection is wider and there’s more opportunity for add-value print effects at the design level.
Wine is currently not as heavily legislated as other alcoholic beverages and therefore the market is experiencing some uptake, although there is little demand at this point for better quality, more impactful labels. The government displayed its support of Russian-made wines by subsidizing a trip for leading producers to attend the London Wine Fair in 2011.
