Okhota Strong: A Packaging Design Revolution

Uniqa Creative Engineering's Award-Winning Redesign of Okhota Strong Beer

Uniqa Creative Engineering's inspiration for the Okhota Strong beer redesign was rooted in the desire to communicate the beer's high ABV through a visually recognizable symbol of masculinity: corrugated metal. This material, associated with strength, hard work, and typical masculine activities, was used as the main motif for the bottle embossing, making it tactile and easy to hold. The graphic pattern, transferred onto the aluminum can, strengthens the emotional connection with the brand and provokes correct associations with the target consumer.

The redesign was not without its challenges. The brand's sales were decreasing, and similar beer brands with modern and bold packaging designs were experiencing sales growth. The client imposed serious restrictions: the logo and the image of the hunter, which assured brand recognition and was featured in marketing materials, had to remain intact. The team at Uniqa Creative Engineering modernized the hunter's illustration by adding more detail to his clothes and successfully interwove the character into the new design.

Another challenge was coordinating the creative process with production facilities, as the corrugated metal pattern on glass needed flawless execution. The team's solution was simple and easy to implement. Bold colors and chunky design elements were used to appeal to the target audience and increase shelf visibility. The result was a packaging design that was not only visually appealing but also functional, with the unique embossing on the bottle ensuring tactile interaction with the consumer and making the bottle easier to hold.

The Okhota Strong beer redesign project was executed in 2016 in Moscow, Russia. It was based on in-house consumer behavior research, which indicated that the target audience would establish a stronger emotional connection with the brand if it emphasized masculinity. This insight led to the imitation of corrugated metal, the use of bold, rough colors, and a more modern interpretation of the logo. The project's success is evident in its Silver A' Packaging Design Award win in 2018, a prestigious accolade rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation.

In conclusion, Uniqa Creative Engineering's redesign of Okhota Strong beer packaging is a perfect example of how innovative design can revolutionize a brand. The design's unique properties, combined with its successful execution, have not only reinvigorated the brand but also set a new standard in beer packaging design. It serves as a reminder that design is not just about aesthetics; it's also about understanding the target audience and creating a design that resonates with them.