Kvaster is a brand of the traditionally Slavic fermented beverage called Kvass. Apatinska Brewery introduced this product for the first time in its portfolio, aiming to expand on the market and to broaden its consumer base. We wanted to find a creative solution that would visually tell a tale of Kvaster’s value and attributes, of its taste and benefits, but in the way that would appeal to the target group’s preferences.

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, since there are many iterations of the product on the domestic market that are associated with the bad taste. 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. It is an old and very known story told in a modern, “lifestylish” way. The brand name served us well in matching it with our creative solution, since it was created in a form that slightly modernize the tone of the well know word Kvass.

Kvass is traditionally the drink that could be found on both the common people’s and royal table. Its history is enriched with the stories of uniting tsars, nobles and ordinary people. 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. We tried to find the right way of depicting the grain, rye, leaves and water, that would make a visually complementary pattern. We decided to go with more “agricultural” color code, to strengthen the visual communication of natural and product with health benefits.