VANA TALLINNBrand redesign / Released in the global international market

brand positioning / primary packaging design


Selling over 2 million bottles a year across 27 countries, Vana Tallinn is owned by Liviko Group and has been consistently growing in popularity on the export markets, competing more and more with international brands. However, the outdated presentation was starting to hold back its expansion plans. Therefore, the crucial aspect of the brief was about revamping this icon without losing its essence while modernising the brand – a key challenge for our creative team.


In a first immersive phase, Appartement 103 dug deep into the brand history in close collaboration with Vana Tallinn’s team. They truly opened their doors to us, sharing their passion and vision on how to enhance the desirability of the brand as well as their deep understanding of Vana Tallin world and heritage. It was certainly an inspiring phase that allowed us to stretch and explore the brand’s limits in order to unlock its true potential.

Divided into two segments, the top unified lozenge label shape refers to the defence walls of the old city of Tallinn, adding strength and boldness to the presentation while highlighting its story-telling. The colours were stripped down in order to enhance visibility and brand recognition on shelf, while the enlarged 40, 45 and 50 numbers strategically increased differentiation to each variant by acting as sub-names.

Furthermore, the Vana Tallinn’s typeface was refined in order to convey a more modern and confident stature, while the icon has been cleaned up and placed above ‘Vana Tallinn’ as part of the logo.

The bottom part of the label highlights the heritage, quality and craftsmanship of the product through a carefully selected metalized paper, showcasing the old city of Tallinn where the liqueur is still produced to date, using the same legendary recipe since its launch.

“We are very happy with the result! Looking at the new design and first market feedback, we feel it is spot on for Vana Tallinn. Appartement 103’s team was professional, friendly, quick and guiding. Good hands-on approach and good portfolio with plenty of experience to be the backbone.”

Liviko Group’s Marketing Manager

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