The three main design challenges were to create an identity that would:

1. Communicate both the local and the global aspect of the brand.

2. Take the position as the antithesis to all premium vodkas.

3. Would stand out in the store shelves and bars.

The design process was very organic, as the project evolved over time. Ideas and inspiration came from everywhere and was collectively discussed in an open, casual, friendly and creative atmosphere.

The main source of inspiration for the product was the place between familiar simplicity and subtle luxury. We decided on a small stubby bottle, simple geometrical shapes and cheap materials (like the disruptive choice to use a crown cap) mixed with sharp black and white typographical detailing.

Together this created an interesting unique expression, miles away from other vodka brand identities.

We just launched the first City, Berlin, and the first few weeks have been amazing. Approximately 10 bars and 10 stores are selling Our/Berlin at the moment.

One good thing is that we are currently planning the next cities to do Our/ in.