For Austria’s first rakı brand, OTTO, we created a distinctive brand identity that bridges cultural heritage with contemporary design thinking.
Merging Jugendstil elegance with Ottoman aesthetics, the concept aimed to give the brand a unique and recognizable voice in both local and international markets.
The simplicity of the name “OTTO” — combined with its subtle reference to “Osman” — strengthened the connection between two cultures. A minimalist reinterpretation of Bavarian and Ottoman mustache iconography brought this cultural dialogue into a modern, symbolic expression.
To help an anise-based spirit stand out in a schnapps-dominated market, we developed launch concepts that connected Vienna’s historic figures with rakı culture, supported by a visual identity system that celebrates cultural parallels and shared sensibilities.
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