LEAF vodka
Global Spirits, one of the industry's leading international vodka producers, engaged us to help enter the U.S. market by developing LEAF Vodka, sourced from unique waters around the country. The central idea for this vodka was WATER.
Transforming Eastern European brands using decades of Western branding experience.
We developed design that took an inspiration from the world's best designer – Nature. The bottle was shaped in the form of a leaf symbolizing nature. The image of leaf was also use as the focus point of the design. The transparency of the design helped bring out the idea of water.
Two varieties were developed — one made from Alaskan Glacial water, which lends a pure, smooth taste with a hint of sweetness. The other, made from Rocky Mountain mineral water, provides richness and complexity, offering simultaneously warm and savory sensation. The water sources give LEAF Vodkas their signature tastes.
Two varieties were developed — one made from Alaskan Glacial water, which lends a pure, smooth taste with a hint of sweetness. The other, made from Rocky Mountain mineral water, provides richness and complexity, offering simultaneously warm and savory sensation. The water sources give LEAF Vodkas their signature tastes.
entering the American market
The US market, the №1 vodka market in the world and, of course, is of great interest to every vodka producer. As a result of significant success in local markets, the challenge was to adapt Morosha to the US market. It was an extensive process that included a lot of research and focus groups to understand if the brand should be launched under the name Morosha and whether the current design was suitable for the United States. Only one thing was clear — everyone liked the shape of the bottle. So there was a new product called LEAF.
The concept of «natural purity» turned out to be a universal module that integrates into any market: change the source of mineral water to a local one familiar to the local consumer and adapt the design. As a result, the Morosha / Leaf brand resonated not only in the Ukrainian and Russian markets, but also in the US. According to research, the client identified the sources of the cleanest and tastiest water in the United States — Alaska glacial water and Rocky Mountain mineral water.
Now the goal was to introduce the same positioning of Morosha vodka brand into the US market, but in an americanized form. Based on the Morosha concept, the name LEAF was chosen for the American brand with the position of pure, natural, modern vodka. Morosha vodka label also served as an inspiration for its American understudy. Due to the versatility of the design, no major changes were required — the graphic image of the leaf was replaced with a photographic one. And as we already said above, after success in the American market, we began to use photo images in Ukraine as well.
Now the goal was to introduce the same positioning of Morosha vodka brand into the US market, but in an americanized form. Based on the Morosha concept, the name LEAF was chosen for the American brand with the position of pure, natural, modern vodka. Morosha vodka label also served as an inspiration for its American understudy. Due to the versatility of the design, no major changes were required — the graphic image of the leaf was replaced with a photographic one. And as we already said above, after success in the American market, we began to use photo images in Ukraine as well.
since in the next 2 years, sales of Leaf and Khortytsa vodka brands (which we also engaged in) exceeded 100,000 sales (or 900,000 liters) in the US market
Water is the spirit of life. Without it, we would not exist. Water is the spirit of vodka. There's something in it that shapes the taste, character, and finish of the world's favorite spirit. That's why we search the world to find only the best.
tell us about your business and we will make an amazing brand story
tell us about your business and we will make an amazing brand story