| posted by

Vita Vodka partners with Dragon Rouge for brand redesign and UK launch

Vita Vodka has relaunched its core brand identity and packaging, unveiling a refreshing and distinctive identity. 

The new look was created by global independent branding and innovation agency Dragon Rouge and is hoped to better reflect Vita’s competitive price point, quality ingredients and Mediterranean brand story.

The brand launched into the UK through a Rewards Crowdfunding Campaign.

The citrus vodka drink with 37.5% ABV, launched in Spain in 2017. It's the first vodka designed to be mixed with water. The product was created by Spanish entrepreneur Victor Ruiz Lafita, who had spent time living in London and spotted an opportunity in the market for a sugar-free vodka offer with an appetising taste that doesn’t need to be mixed with sugary drinks.

The product is on-trend with its promise of no sugar and boasts a low calorie count. All ingredients included in the mix were researched for over a year before going into production.

Creating the new Vita identity was a great opportunity for Dragon Rouge, as the product quality has been widely recognised, yet the existing brand identity didn't do it justice or tell the brand's story authentically.

The previous brand identity was inspired by Swedish vodka brand, Absolut, however the cold Nordic, minimalist style was not reflective of Vita’s warm, Mediterranean heritage.

Dragon Rouge wanted to create an evolved and refreshed brand identity, that focused on the pan-Mediterranean nature of the brand, which uses Italian wheat and organic lemons from the Mediterranean coast, and is distilled in Barcelona.

Visually, the brand's image highlights its craft and provenance. Each bottle is transparent to celebrate the delicate colour of the liquid. The new label is now made from high quality paper which is printed with the brand's story. The brand's tagline “Born at Sea, Perfected on the Coast” has been added to the bottle's neck. 

The brand has now adopted a blue colouring which hints at the Mediterranean sea, from which the product hails from. These elements combined share the narrative of Vita Vodka’s inception and multi-ingredient make-up, and truly reflect its Mediterranean spirit.

Dragon Rouge London’s creative director, Dave Robinson, said: “Victor and I shared an entrepreneurial attitude throughout the design collaboration. And so the 'Spirit of the Mediterranean' concept was born, encapsulated in every bottle. Pared back design, a nod to distant shores and ocean waves, hidden flavour and nautical details: all discretely there to discover for yourself. The new bottle shape has the charm of a message in a bottle, building on the brand story "born at sea, perfected on the coast". Now the brand personality matches the uniqueness of the vodka itself, I look forward to Vita gaining even more momentum.”

Vita’s founder, Victor Ruiz Lafita, said: "I feel very lucky to have worked with Dragon Rouge's team. Apart from their excellent design and creative skills, I have appreciated their personal and close approach. The creative director, Dave, is a very likable guy that has been fully involved and hands-on during the whole process, which has allowed to increase the flexibility in the creative process."

Featured by The Drum

1