And so it began. We organized a naming session. We dissected the original name: how it sounded, how it looked, and what it associated with. We realized it was more suited for vodka. So, we dove into the search for something new. That’s when it appeared — HAISTER. A name that’s both a surname and a bird. Sharp, majestic, and unique. It fit seamlessly into a category dominated by Hendricks and Toms.

But what should HAISTER look like? We decided this gin shouldn’t just be a drink; it should be a story — one that a bartender could tell while mixing a cocktail. A story about transformation. About how Ukrainian gin changes a person: making them a little wilder, freer, and untamed. We brought this idea to life on the label — a single twist transforms an ordinary person into a wild bird. As if putting on a mask.

The mask became the centerpiece of the design, created in collaboration with Oleksandra Slodzyk, an artist who designed the masks for the film Pamfir. Her creation combines a bird’s beak with human eyes that stare straight into your soul. There’s no escaping that gaze — it’s hypnotic.

This wild spirit permeates every detail of the brand. The label is designed to stand out on the shelf instantly. A vibrant red color echoes the bird’s beak and claws. The slanted typography hints at motion — a twist, a transformation. The label itself invites touch, with wild botanicals etched along its edge. The photos for the design tell the story of an ordinary man, a little tired, someone we can all relate to. Thanks to Oleksii Kuchma, we shot a series of portraits where the transformation unfolds across 16 frames.

The task wasn’t just to create a design but to build an entire world around HAISTER. The mask opens up endless possibilities for brand development and collaborations. Photograph it from different angles, and you’ve got a print for brand elements. Send it to a photographer and choreographer, and you’ll have a filmed HAISTER dance. If the brand launches a new line in the future, we’ll simply create a new mask. And at events, it’s already a real eye-catcher.

But it’s not just about the mask. HAISTER’s identity is rooted in natural materials: paper, wood, and the botanicals that make the gin. We don’t need to plaster the mask or logo everywhere. For instance, the cocktail spoon is crafted in the shape of a juniper branch — a nod to gin’s primary ingredient. Transformation extends beyond the label, embodied in a symbol that captures the duality of human and bird. HAISTER is surrounded by small details and objects that shape its character. Sometimes, a color and a symbol are enough. Other times, a tagline paired with a fragment of the mask does the trick. This creates room for endless variations — and fills HAISTER’s suitcase to the brim.

We’ve also brought this handcrafted HAISTER universe into the digital world. Together with andaction, we created a manifesto video that immerses you in the brand’s atmosphere and tells the story of HAISTER’s journey. Thanks to Stas Govorukhin, it all looks stunning on the website, where you can order a bottle in just a few clicks.

HAISTER isn’t just a gin. It’s a story of someone — or something — caught between human and bird, wandering the world but always returning home. In the end, we crafted an authentic, artistic, and delightfully odd Ukrainian brand. This is how we see Ukrainian design. Some might ask, “Why complicate storytelling and design so much?” And we’d answer, “To exceed the pre-order target by 500%.”

That’s all.