Breathing new spirit into Peshterska Grozdova Rakia
Integrated international agency Blue Marlin has given Bulgarian spirit brand Peshterska Grozdova Rakia (PGR), a new look, on behalf of producer Vinprom.
The redesign, set to make its debut next month, follows Blue Marlin’s work on sister drinks brand Yambolska, earlier this year.
Blue Marlin aimed to create a balance between updating the packaging and husbanding the brand’s long-standing values.
The agency added embossing to the bottle to dial up the quality cues and a bright green to really pep up the label.
“The new look is all about evolution and enhancement – radical redesign was not an option,” said Blue Marlin Bath creative director Chris Hart.
“We needed to protect the essence of the brand, while gently updating it. We have made it look much more modern and of the moment, but in such a way as not to offend its loyalists.”
Rakia, is the national drink of a number of Balkan countries including Serbia, Bulgaria, Albania and Turkey and is a very traditional market.
PGR is a premium drink positioned at the top end of rakia market, unlike sister brand Yambolska, which is an every day drink with an every day price point.
Blue Marlin has been working with Vinprom since July 2009 and has already redesigned summer drink Mastika and Yambolska. Further projects are underway, the next of which is likely to launch in the summer.