VACALI is a sparkling vodka beverage developed to stand out in a saturated RTD market while remaining fully production-ready across multiple SKUs, packaging formats, and retail environments. The objective was to create a packaging system that delivers bold shelf impact while supporting scalability, manufacturing efficiency, and brand consistency across the product line.
The final design combines elevated visual branding with tactile print finishes that create a more immersive consumer experience. Specialty embellishments were strategically integrated throughout the packaging system to reinforce the premium positioning of the brand and appeal to today’s audience seeking lighter, more refined liquor options.
Specialty Production Features
Custom Grit Varnish Finish
The emblem elements feature a specialty grit coating engineered to create a subtle sandpaper-like texture. This tactile finish adds physical depth, contrast, and a rugged premium feel that enhances shelf presence and consumer interaction.
The emblem elements feature a specialty grit coating engineered to create a subtle sandpaper-like texture. This tactile finish adds physical depth, contrast, and a rugged premium feel that enhances shelf presence and consumer interaction.
Raised Haptic Logo Varnish
The VACALI logo utilizes a raised tactile varnish application, creating a smooth dimensional surface that consumers can physically feel when handling the product. The elevated finish reinforces the premium positioning of the brand through touch as well as visual impact.
The VACALI logo utilizes a raised tactile varnish application, creating a smooth dimensional surface that consumers can physically feel when handling the product. The elevated finish reinforces the premium positioning of the brand through touch as well as visual impact.
Dedicated Specialty Printing Plates
Both the grit texture and raised varnish required separate custom production plates during manufacturing. Precise plate registration and production coordination were necessary to maintain consistency, alignment, and tactile quality across all SKUs and packaging components.
Both the grit texture and raised varnish required separate custom production plates during manufacturing. Precise plate registration and production coordination were necessary to maintain consistency, alignment, and tactile quality across all SKUs and packaging components.
Integrated Recycling Perforation
The shrink sleeve includes a vertical perforation concealed along the backside zipper seam, allowing consumers to remove the label prior to recycling while maintaining the integrity of the seamless full-wrap design.
The shrink sleeve includes a vertical perforation concealed along the backside zipper seam, allowing consumers to remove the label prior to recycling while maintaining the integrity of the seamless full-wrap design.
Extended Carton Finishing System
The outer cartons continue the tactile experience through matching grit and raised varnish applications, creating consistency between the primary packaging and retail presentation system.
The outer cartons continue the tactile experience through matching grit and raised varnish applications, creating consistency between the primary packaging and retail presentation system.
The result is a dynamic and highly tactile packaging system that blends premium aesthetics, production functionality, and physical interaction into a cohesive brand experience engineered for today’s modern RTD and lighter liquor market.
Brand Energy & Consumer Appeal
Secondary visuals emphasize product experience and refreshment, reinforcing the energy and flavor-forward identity of the brand.
Starting Point (Original Design-below)
The brand began with an initial can concept and label direction that established key visual elements, including color differentiation and core brand identity.
However, the design required significant refinement to support:
Production constraints
Multi-SKU consistency
Packaging expansion beyond single cans
The Challenge
The brand entered development with initial design direction but lacked the technical structure required for print production and multi-SKU expansion.
Key challenges included:
Translating concept into production-ready artwork
Maintaining brand consistency across flavor variations
Designing for shrink sleeve constraints and seam placement
Preparing assets for multiple packaging formats (cans, cartons, trays)
The Solution
A complete packaging system was developed to unify brand expression while supporting production realities.
The system
Established a consistent visual hierarchy across all SKUs
Integrated flavor differentiation through color and imagery
Accounted for seam placement and cylindrical distortion
Included layered finishes such as spot varnish and tactile contrast
Was engineered for flexibility across future product extensions
Where it started...
Production & Technical Execution
Packaging was developed with full production specifications, including:
CMYK + spot color configuration
Raised and matte varnish applications
White ink layer for opacity control
Precise alignment for seam placement
This ensured consistency across print runs and suppliers.
Multi-Pack System Design
The system extends into boxed packaging, maintaining brand integrity while adapting layout for scale and retail visibility.
Retail & Shelf Presence
Packaging was designed to perform across retail environments, ensuring visibility from multiple angles and merchandising contexts.
Secondary Packaging (Tray System)
Branded trays and display units extend the identity into in-store presentation and bulk product handling.
Final Merchandising System
The completed system delivers a cohesive brand presence across product, packaging, and retail display—designed for scalability and operational efficiency.
