Obolon, one of Ukraine’s largest breweries, introduced hike premium beer in the early 2000s as a beer for youngsters longing for freedom—hence their slogan, “freedom your way.”

While the flavor over the years has remained the same, the design has not, with BBDO Ukraine producing the second redesign. The first redesign kept the signature orange color and logo shape but created variations in the typography. BBDO opted to wipe the slate clean and start from scratch.

With a solid orange and clean, block letters in black, the can cleverly combine the “i” and “k” for the logo along with their new slogan, “dream it, do it, hike it.” To discover why BBDO made such a drastic change to the design, we interviewed creative director, Denis Keleberdenko.