It was important to get appropriate insights of the Kenyan market; hence we started studying the socio-economic landscape around the TG, the codes of alcoholic drinks, Kenyan youth, their lifestyle and aspirations, their drinking rituals and habits etc. The idea was to find most prevalent undercurrent.

Vodka fusion drinks usually are given crisp, colourful unisex pack identities, but mostly to cater to the female audience. Here, we broke that code and we solidified the brand by semiotically encoding strength and control. A newly designed cylindrical bottle with amber coloured glass shaped a bold, authoritative confident persona. Angular placement of label expressed excitement, energy of a young mind. The key visual hook ‘the flying piston block’ not only read their minds but convincingly spoke strength and freedom through their favourite tech-toys. Overall, the designed pack identity created value and aspirations through a 500ml SKU and impact-full visual design increasing on-premise desire for Ferrari Ice.