Ruslan Vodka Brand Redesign Nepal
“Consumers are drawn to vodka.. Last year, the market for vodka increased significantly and what we produced was insufficient. We sold 90,000 cases of Ruslan Vodka last month alone. That was beyond my earlier expectation. When I ask our marketing executives about the market.. they answer that everyone is drinking vodka”. – Vijay Shah, founder of Himalaya Distillery Limited in New Business Age, 16th of February 2017)
Another great Square44 rebranding success story is that of our Ruslan Vodka relaunch. Already Nepal’s biggest spirits brand with a staggering 88% market share, it was not easy to beat the commercial success the brand already enjoyed. Not having done dramatic changes to the brand since it was launched 40 years ago, the company was looking for an experienced partner and approached Square44 to undertake a comprehensive brand redesign. We helped relaunch the Ruslan brand in a bold and disruptive manner, ensuring it looks more competitive versus foreign competitor brands and through the mayor brand refresh we made sure the brand looks and feels completely relevant again for its current consumer base. All of that is of course nice to have, but what we’re most proud of is that sales of Ruslan Vodka DOUBLED massively growing the total Vodka Market in Nepal in doing so! Want to know more? Read the full story of Ruslan below:
Square44 developed a set of powerful and ownable, signature visual brand equity elements that helped the brand be more visible in an increasingly darker market. Owning the fresh, cool blue color as a strong and striking brand equity color within the category helped create massive visibility. In addition we made effective use of the double-headed eagle logo, developing a signature brand logo font and crafting the brand's quality seal device giving the brand enough visual assets that can be used in future brand communication, even when brand logo's and pack shots are banned from use in typical advertising.
Our involvement started with a bold revamp of the brand's packaging design. Really owning the color blue in a crisp and refreshing manner. Work also included development of the brand key visual.
(left top) The dramatic before and after visual of the brand showing an old and outdated economy brand before relaunch and a premium, highly aspirational bold new brand after the relaunch.
Alienation risk was effectively managed in a campaign and consumers strongly responded doubling brand sales that caused the company to run out of stock, not having produced enough product to answer the heavy spike in sales demand.
We also developed secondary packs, a comprehensive set of brand identity guidelines and the development of various items of branded merchandise.
We’ve also developed the brand identity and styling for retail and on-premise environments, allowing the brand to be bold and visible where it matters most at the point of purchase.