The assignment purpose was to update the visual image, and bring out the quality and outstanding individual nature of the product. The target audience of the brand includes young modern men with steady income. They are goal-oriented and involved in work, respect ethnic traditions and prefer domestic alcoholic beverages.

The concept of the design is based on the idea of genuine Mongolian vodka for those who are used to winning. Scattered ethnic patterns that decorate the bottle and an aesthetically pleasing shape of the glass are indicative of high quality of this vodka distilled in line with ancient recipes. The updated visual image has become more popular in the light of the latest trends on the Mongolian market: It gives a better idea of the brand’s price positioning and addresses the target audience using familiar and favorite images.