The brand ‘Zelja’ (that symbolises desire or wish) is as new brand from well known and established company. The goal was to disrupt already cluttered market of domestic brandies (rakia), that is primarily traditionally oriented regarding communication and design. Since the product itself is high quality (minimum 12 y.o.) we decided that it should be represented in design, which together whit brand strategy (to target young and hip people whit higher income) results in mix of traditional and modern. First, the design of bottle itself, after quite sometime and lots and lots of variations the decision was made to go whit the more eggy, square based bottle which will give us desired modern and minimalistic look and feel but also let us have enough space for label itself, whit-out covering the whole surface of a bottle ( which is important because people can see the color of the brandy, that is again important because of communication and transparency – you can recognise quality brandy based on color). Since from the beginning of the project we knew it was going to be big portfolio of products (plum brandy, apricot brandy, quince brandy, grape brandy, pear brandy) and different qualities for each of them ( depending on the fruit and the age and the barrels…) we knew we need to keep it simple and flexible, especially because they will be released periodically. So for premium portfolio we choose special dark textured paper (usually used for high quality wine ) and waxed seal that would convey the exclusivity. Also on both designs we added hand-written story about brandy itself (old folks tail ) that added that traditional touch to make a good balance. After that we did some focus testing, got some really interesting feedback that we included in final design. The whole process was delayed because of pandemic and production in on the way. Hopefully we will have first batch of the bottles ( both regular and premium ) on the shelfs in the stores in a next couple of weeks. Also the website whit online store in in the works.