New wave of drinking culture

Largest supplier of wine and spirits

Luding Group is one of the oldest alcohol companies in Russia with 30 years of market experience. Using its knowledge, the company shares its expertise, sets up trends and creates a culture of responsible alcohol consumption or as we named it A new wave of drinking culture.

Challenge

Our goal was to change the perception of Luding Group among the target audiences and to shift away the visual perception of the brand as only an importer of alcoholic beverages. Moreover, we've made an accent on the brand's architecture, including an educational sub-brand and its positive influence on a new conscious culture of alcohol consumption.

Solution

We were inspired with the traditional attributes of wine and spirits culture in order to capture the unique features of Luding Group. The design concept was based on the brand's DNA: combining an innovative approach and years of leadership experience, to set high standards of product quality and services for the entire industry.

Brand Idea

Luding Group drives a culture of production and responsible consumption, creating a special value for everyone.

Logo & Sign

The logo is a wordmark without a sign. Its modern typeface is rooted in the past, maintaining a poster style. It is designed to be large, and brings with it a sense of magnitude, strength, and fundamentality.

Brand Architecture

In order to emphasize the monolithic architecture, each sub-brand name uses a unified font and layout style. Color coding helps to differentiate one direction from another without blurring the monolithic nature of the brand family.

Colors

We used vibrant and bright colors for this design system. They are perfect to use in digital communications and benefit the brand's ambition in keeping up with the changing times as well as with the ambition to be a leader who creates its own rules of the game for other to follow.

Pattern

The pattern also resonates with the image of glass. The game of light and shadow, the tactile effect of the facets, the transparency and rhythmic lines repeating – all refer back to the very essence of the company – the creation of a culture of production and responsible consumption.

Grid system

The layout system refers us to the style of the bottle label. The history of the label has come a long way over the centuries from a utilitarian function to a piece of art.

Imagery

To create a recognisable photostyle we used lifestyle images of drinks and cocktails. Staged compositions with elaborate staging create a sense of presence, inviting the audience to enjoy the atmosphere created by the brand. By using the faceted glass effect filter, we create a memorable, unique appearance that can bring any image collection to a single style.

Result

As a result, a unique visual language of the brand was created, emphasizing its character, scale, and new role as an enlightener. Thanks to the new visual identity, it is easier for the company to communicate with a wider audience. The visual emphasis on the company's educational activities marked the essential role of its brand not only for the partners, but also for society.