GalicyjskiSztos
Showcasing creativity
Through outstanding project design
GALICYJSKI SZTOS:Evolving a Heritage Icon for the Herbal Shot Segment
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Executive Summary
- Galicyjski Sztos is a strategic brand extension of JNT Group’s most valuable asset, "Grzaniec Galicyjski" (a legendary mulled wine). The objective was to translate the brand’s massive equity into the herbal liqueur category. The design merges traditional heritage with modern "shot" culture, creating a vibrant visual identity that appeals to a younger, more energetic demographic while maintaining quality cues.
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Strategy: Unlocking the Dragon & Modern Slang
- The core challenge was to pivot from the "warm and cozy" associations of mulled wine to the "powerful and intense" world of herbal shots.
- Elevating the Icon: I transformed the dragon—previously a minor detail—into the brand's primary protagonist. The dragon in the barrel serves as a powerful link to the brand's artisanal roots and 1997 heritage.
- Typographic Fusion: By pairing the classic "Galicyjski" calligraphy with the bold, orange "SZTOS" (Polish slang for "a banger"), I created a visual tension that bridges the gap between old-world tradition and contemporary street culture.
- The "Call to Action": The neck label featuring the slogan and an arrow pointing to the cork adds a playful, aggressive edge, encouraging immediate consumer interaction.
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Visual Execution: Fire & Herbs
- Color Psychology: The contrast between the matte black bottle and the fiery orange elements mirrors the warming nature of the liqueur and the legendary dragon’s breath.
- Tactile Presentation: For the portfolio showcase, I surrounded the bottle with high-detail 3D dragon scales, creating a cinematic atmosphere that highlights the product's mythic power.
- Artisanal Credibility: The detailed botanical text at the bottom of the label provides essential "quality proof," reinforcing the product's premium herbal recipe.
