Packaging that reflects the contemporary image of the Hungarian Brandy Palinka

This academic year, at my university, the National Research University Higher School of Economics, I was tasked with developing a regional branding strategy for the Hungarian fruit brandy Pálinka with the aim of successfully launching it on the Russian market. The first stage involved an in-depth study of the competitive environment to determine the optimal positioning for the product. The analysis of competitors showed that the existing product design is often perceived as outdated, and communi