Fresh Shot Vodka Gift Box Packaging
Description
Fresh Shot is a fruit-flavoured low-alcohol vodka brand from Bayadera Group, one of the largest alcohol distributors in Ukraine. As low-alcohol beverages became increasingly popular in Taiwan, my former company, Brandwerk, redesigned the packaging to better appeal to female consumers in the Taiwanese retail market.
Role
Concept Development
Packaging Design
VisualDirection
Print Finishing Direction
The Challenges
The brand’s existing visual direction lacked consistency, with limited design assets and minimal packaging references from previous campaigns. I researched Fresh Shot’s social media and marketing materials in Ukraine to better understand the brand language and identify opportunities for localisation while maintaining brand consistency.
Another challenge was balancing the highly detailed bottle graphics with the outer packaging. Since the bottles remained visible from the front, the gift set needed to feel visually engaging without appearing overcrowded on retail shelves.
Strategy & Approach
The packaging was designed around a tropical, holiday-inspired concept to reflect the drink’s fruity flavours and relaxed lifestyle appeal that aligning with the target audience.
Hand-painted illustrations were incorporated to echo the brand’s existing social media visuals, adding warmth and personality while maintaining visual consistency.
To balance the dense bottle designs, I simplified the outer packaging with larger graphic elements, a softer pink-toned palette, and selective green accents for contrast and visual balance. The included glass was also illustrated on the packaging to communicate the gift set contents without relying on product photography.
Outcome
The redesigned gift set increased sales by 30% compared to the previous packaging within Taiwan’s retail wholesale market. The final packaging created a stronger shelf presence while better aligning the product with younger female consumers and Taiwan’s growing low-alcohol beverage trend.
Lesson learnt
This project taught me the importance of building visual consistency even when brand guidelines and design assets are limited.
It also reinforced how packaging design should consider the relationship between the product itself and the outer packaging to create a more balanced and effective visual experience.