Today we are going to discuss a very unusual representative from the world of alcohol and rightfully judge it by its cover and package. Vodka Nonexistent – is its design as good? In the struggle for customer curiosity, Nonexistent plans to use two methods at once: optical illusion and space capture.

The bottle and lodgement merge on the shelf into one bright illusionist pattern, eventually evoking the question: “Is there any vodka at all?” creators imagined? Let’s take a closer look together.

Pavla Chuykina

‘’The first impression is often deceptive: the object may seem simpler than it actually is. Now let’s imagine that at this very moment, in this very box a non-existent vodka still exists. What is it: the principle of visual perception of an object, resembling an optical illusion, or just camouflage? Come closer and the non-existent will become a reality.’’






Creative Group

Design: Pavla Chuykina, Galima Akhmetzyanova

3D visualization: Pavel Gubin

Okay, now that we’ve seen the package from all the angles possible and checked what the designers themselves think about their creation, let’s lay out our opinion.


  • “Bottle-in-the-club” attractiveness.
  • Logo and descriptors are emphasized with the form.
  • The stylish design of the fortress on the collar label.
  • The beneficial look from the edge.


  • Color and pattern overload.
  • Packaging solutions are more relevant to the cocktail category.
  • The disappearance trick only works on the shelf.
  • The front side displays the eerie “Non exist”.

So, what are your thoughts about design solutions of vodka Nonexistent? Maybe we should take a shot or two and discuss existing and non-existing benefits or drawbacks of the product afterward… Cheers?


  1. Strongly disagree with a “color and pattern overload” thing. You guys still haven’t seen the package on the showcase among other products. Until eye-tracking checks are done, such claims are nothing more but personal tastes of the creative managers.
  2. “The disappearance trick only works on the shelf” – not controversial, but successful! Where else do you think it is supposed to work? On the table?

What do you think? Share your thoughts in the comments, please

Sponsored by Approval Studio – proofing tool for designers and marketers. Get your early bird`s free licenses for Approval Studio.

Ready to get started?

Leave a Reply

Your email address will not be published. Required fields are marked *