APU is the largest alcoholic beverage company in Mongolia. Vodka and beer are the preferred alcoholic beverages in Mongolia, with APU accounting for about 90% of vodka and 60% of beer. Meanwhile, as in other countries, Mongolia’s Generation Z is increasingly seeking low-alcohol beverages for health reasons, and APU has launched OOZE, the first RTD cocktail brand in Mongolia’s history. Braavis provided strategic support and package design development.

In terms of developing a new market, the client wanted the design to be like a new trend-setting item, rather than a traditional alcoholic beverage with a sizzling face. The Strategy & Consulting Division began by researching the designs preferred by the target generation. We developed several design directions so that the product could be developed from various angles.
Then, we developed the package design. The name “OOZE,” which had never been used in the alcohol market before, was derived from “OOZE,” a word that was popular among young people to use when having fun, so we were conscious of its overall iconic nature. To ensure that the flavors can be identified when they appear on the shelves of supermarkets and convenience stores, characters were developed for “GINTONIC,” “BOURBON WHISKEY & COLA,” “VODKA & JUICE,” and “MOJITO,” each representing a country that the cocktails are associated with. The mouth is an “O” of OOZE, which means surprise with delicious taste and new experience.
Furthermore, since the brand delivers a new experience where people can choose their favorite character and toast together by holding the drink in their hands, the back of the package depicts each character holding the drink in their hands. The pink “VODKA & JUICE” is made with vodka, so it is filled with playful elements, such as the adoption of an old Mongolian princess. This is the birth of a new alcohol brand that the younger generation will want to try.

• CLIENT

  APU

• SERVICE

  Brand Identity

  Brand Strategy

  Design Concept

  Package Design

  COUNTRY

  Mongolia