STARIY KAHETI: Redefining Tradition with Modern Design

Revitalizing a Georgian Brandy Series

Old Kakheti, a well-known Georgian cognac trademark, holds a cult status among brandy enthusiasts. Valerii Sumilov, the mastermind behind the brand's visual redesign, faced the delicate task of maintaining the brand's recognizability while infusing it with contemporary trends and techniques to attract new customers.

The uniqueness of this project lies in the rich history of the Old Kakheti brand. Sumilov had to consider the loyal base of buyers and their perception of the product during the development stage. The result is a new packaging design that retains the essence of the original while exuding a more attractive and modern feel.

Sumilov employed various printing and post-printing techniques, such as foil stamping, embossing, and tactile varnish, to bring the design to life. The use of high-quality artistic paper further enhances the packaging, creating a sensory experience for customers as they interact with the product on the shelf.

The main visual elements of the old trademark have been preserved, albeit with subtle changes to achieve a balanced composition. Gold foil stamping highlights key features, such as the image of the old Kakheti castle, making it easier to identify on the shelf.

The project, which began in November 2014, concluded in 2014, and the redesigned product hit Russian market shelves in January 2015. Throughout the process, extensive research was conducted to gauge the reaction of the existing audience to different packaging variations. This attention to the brand's loyal customer base served as the foundation for the final solution.

The main challenge in this project was striking a balance between the brand's recognizability and its rejuvenation. The packaging needed to maintain continuity while becoming more attractive, modern, and classy. Additionally, the brand's rich history and ethnic identity had to be taken into account.

Valerii Sumilov's redesign of Old Kakheti has been recognized with the prestigious Silver A' Design Award in 2016. This accolade celebrates the outstanding expertise and innovation displayed in the design, which showcases remarkable technical characteristics and artistic skill. The new packaging evokes positive feelings, amazement, and wonder, truly capturing the essence of the brand.