Becherovka Ukraine. To Independence!
When the brief for Limited Edition of Becherovka arrived in the agency, we were not at all imagining it would be celebrating something that will be agressively endangered and threatened only few months later. Becherovka brand has been present on the Ukrainian market for many years. It was the most natural thing for this herbal liqueur to create a limited edition at the ocassion of 30 years lasting independence.

Our design – built on an original illustration of a young Ukrainian illustrator had a simple ambition to capture the sprit of freedom, self-expression, cultural values and modern face of today’s Ukraine. To pay tribute to a special milestone in this nation’s modern history. Only few months later after the release it has gained a very new meaning. For that reason we, Becherovka and Cocoon, are even more proud to share this design with the whole world.

The label depicts two young people strolling, dancing and playing music on an open field. To symbolize freedom, independence, no limits, but also to celebrate the nature. The music theme goes hand in hand with what is in the nation’s blood. Music and culture that balances the traditional with modern scene, which gained the possibility to develop its own story since the Independence declaration in 1991. A new label has been designed with several ambitions: to address a younger target audience, to bring outstanding visibility on shelf, to become a “collectible” for the consumers, to empower the modern spirit of the brand, and to pay tribute to the up-to-date spirit of Ukraine. Choice of colors basis on great grounds – the brand’s blue and yellow original colors match with the national colors. The yellow and blue – split horizontally on the label to resemble the national flag – are completed with vibrant orange to bring a modern and bold look. The typical, yet modern flowers, as well as the typography finish the label with temporary decorative elements.