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Retail
2024
Regno Ukraine®
Restless Pony. Launch of a new brand of Tennessee whiskey in Ukraine
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Client
Regno Ukraine is an importer and distributor of alcoholic brands, which forms a portfolio of international drinks for the Ukrainian market and works with key retail and HoReCa channels.
Situation
The whiskey category in Ukraine is one of the most competitive: hundreds of brands, strong international players, oversaturation with stories about heritage, regions and complex rituals of consumption.
At the same time, American, in particular Tennessee whiskey, demonstrates a steady growth in demand - both in the world and in Ukraine.
The company Regno Ukraine had the ambition to launch a new brand of Tennessee whiskey on the market, which does not copy classic legends, but speaks to the consumer in the language of today — clearly, energetically and without unnecessary pathos. The whiskey is produced by one of the largest distilleries in the USA (Tennessee), and Regno Ukraine exclusively imports and distributes it to Ukraine.
The whiskey category in Ukraine is one of the most competitive: hundreds of brands, strong international players, oversaturation with stories about heritage, regions and complex rituals of consumption.
At the same time, American, in particular Tennessee whiskey, demonstrates a steady growth in demand - both in the world and in Ukraine.
The company Regno Ukraine had the ambition to launch a new brand of Tennessee whiskey on the market, which does not copy classic legends, but speaks to the consumer in the language of today — clearly, energetically and without unnecessary pathos. The whiskey is produced by one of the largest distilleries in the USA (Tennessee), and Regno Ukraine exclusively imports and distributes it to Ukraine.
Challenge
To create a whiskey brand from scratch in a crowded category.
To find a clear distinction from traditional “historical” brands. To build a recognizable name and identity that works on the shelf and in bars.
To lay the potential for scaling the brand beyond Ukraine. To shape the image of whiskey without complicated rules and rituals.
Strategy
Breaking the rules of the category
Most whisky brands are built around heritage, age, geography and instructions on how to drink properly.
We took a different path — we removed everything superfluous and left the main thing:
Breaking the rules of the category
Most whisky brands are built around heritage, age, geography and instructions on how to drink properly.
We took a different path — we removed everything superfluous and left the main thing:
- a quality product,
- a clear idea,
- a strong brand character.
Restless Pony is a whisky for life, not for ceremonies.
It does not impose scripts and does not like pseudo-elitism.
Naming
Restless Pony
The name became a key strategic decision.
- Pony is a small but hardy, energetic and stubborn horse.
- Restless is movement, drive and restlessness.
The name is not tied to geography or surnames, but conveys the self-identification and character of the brand.
We deliberately chose an English-language name so that the brand would be understandable to an international audience and have export potential.
We deliberately chose an English-language name so that the brand would be understandable to an international audience and have export potential.
Restless Pony is conceived as:
- a memetic,
- emotional,
- living brand with the possibility of character development and communications.
Identity / Design
The identity was built around the image of a pony as a mascot.
We worked with several directions:
- the level of an international bar shelf,
- dynamics and movement in typography,
- playfulness without losing premiumness.
As a result:
- the pony became a full-fledged character of the brand,
- the logo and letters convey movement and energy,
- the label looks confident next to global whiskey brands.
The identity is not overloaded with symbols and works for quick reading and recognition.
Result
The brand entered the Ukrainian market with a clear positioning of American Tennessee whiskey, offering a fresh look at the traditional category and breaking stereotypes of the drink's perception.
Restless Pony can be found in retail chains and online stores in Ukraine, where its balanced taste, aroma with hints of spices and fruits, as well as the uniqueness of style and presentation are noted.
The product is available in several flavor variations, including Original and Rye, which allows it to reach a wider segment of consumers.
Whiskey has already become part of the cocktail culture in Ukraine and is used not only as a digestif (a drink served at the end of a meal), but also becomes the basis for cocktails: for example, Pony Sour, Whiskey Cola, etc.
Restless Pony has become a new generation brand that combines the quality of traditional American whiskey with the spirit of freedom and experimentation, and for this reason it has found its connoisseurs.
Launch of a new brand of Tennessee whiskey in Ukraine
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