Okhotnichya is a liqueur that was produced in USSR in 1969 and was popular due to its taste. The image of the bird was imprinted for a long time in the minds of consumers. Soyuzplodimport decided to launch a new line of products under the Okhotnichya brand after 50 years, which included vodka and tincture according to the original 1969 recipe. At the moment, a series of mass-market products were released under the Okhotnichya brand. My task was to develop and design a line of products for the sub-premium segment. The mission of the brand is to revive an archival recipe from the 20th century.

After researching the historical counterpart of vodka, studying the target audience and its world, I was able to create a unique bottle for the brand, design its label, gift set and souvenir products.

The target audience is men 35-45 years old, with an average income, they are fond of hunting and fishing, and they like to spend time with friends. This product is for everyone who has ever held a gun in his hands and considers himself a real hunter in his heart.

The metaphor is based on the idea of ​​a rifle scope because a good rifle scope is a key to a successful hunt. On the back of the bottle, there is an illustration of a capercaillie, the reference for which is a capercaillie from a historical analogue. On the front label, there is a cut-out in the shape of a sight and when the consumer picks up the package he can aim. The shape of the bottle refers to the flask, and the cap to the hunting cartridges. The label is full of details like a collectable weapon. Each bottle has a unique serial number that is printed on the label.