Responses by Witalis Jackiewicz, chief executive officer, PG Brand Reforming Company
Background: Our product is aimed at both categories: the ordinary consumer and connoisseurs who are fond of quality spirits and unique solutions in aesthetically pleasing packaging. In Eastern Europe, vodka is the most common and understandable product on the shelf, so everyone knows what to expect from vodka. It should be soft, clean and have a typical “easy-to-drink” profile. So, we decided to make the packaging for the vodka a little different. Something opposite to “Uh, another boring bottle, OK.” And we’ve made a fresh, clear packaging design that is firmly imprinted in your memory from the first look and touch. It’s like how a sharp knife carves a heart on the bark of a tree. And in this heart, it has the inscription: “I love you, Woodker.”
Reasoning: Wódka is the Polish word for Vodka. Eastern Europeans and Slavs in general have a strong connection to the nature; we call it “Mother Nature.” Since natural-based products are better perceived by the consumer than others, we established a nature-connected brand that speaks with the audience through expressive images. Four feelings are immediately activated when you pour Woodker vodka into a glass: how it sonorously splatters on the shot, how it smells, how the bottle looks and how its texture and weight are felt.
Challenges: We were looking for the perfect balance between a bold concept and the ability to implement it in production. Our concept has a complex seal, a unique bottle, and many small details that both make up a single ensemble and complement each other. Now, we can say that this design is self-sufficient and complete.
Visual influences: Poland is covered with dense forests. And one of those forests is the Bialowieza Forest, the only relic forest in Europe. We’re crazy about the trees, you know. So we implemented the tree theme in the brand’s DNA. The word wood became a part of the Woodker brand name. The tree bark is the main visual accent of the label; it helps to attract people’s attention. The packaging has tactile sensations—the photo of the bark is covered with textured varnish, which creates the feeling of a ribbed and uneven surface under your hand.
Favorite details: I particularly like the bottom of the bottle—it’s just perfect. This solution brilliantly complements the overall design. I’m proud of it and the team that worked on this project.