First RTD cocktail in Mongolian market

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. Bravis provided strategic support and package design development.

In terms of developing a new market, the client requested that the design not be a traditional alcoholic beverage with a sizzling face, but rather something that would be a new trend-setting item. Research on design. We developed several design directions so that the product could be developed from various angles.

The package design was then developed. The name “OOZE,” which was not previously seen in the alcohol market, was derived from the word “OOZE,” which was popular among young people as a word 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 in 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” in OOZE, which means to be surprised by delicious taste and new experiences.

Furthermore, since the brand delivers a new experience in which everyone can choose their favorite character and toast together, the back of the package depicts each character holding a drink in their hands. The pink “VODKA & JUICE” is made with vodka, so it is filled with playful touches, 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.