Bagger Vodka
Packaging / Illustration / Advertising / Web Design
Adventurous Spirit
The Brief
Can a vodka taste good and do good?
The Opportunity

Whether the world needs another vodka brand can be debated. But the state of Iowa needs more trails. Cedar Ridge asked FUEL to help brand a new vodka, but with a twist. A portion of sales would go to build and preserve Iowa trails. Here’s how libation, exercise, and a good cause were brought together in a playful way to appeal to active and social cyclists.

Bagger Vodka Packaging

Brand Strategy

Active adults have found a way to blend physical activity with the social pursuits. One of the most common is cycling. FUEL and Cedar Ridge collaborated on naming the brand, drawing inspiration from a cycling term for someone who always carries a bunch of stuff with them. The Adventurous Spirit was born.
Bagger Vodka bike on trail
Person enjoying Bagger Vodka during a hiking respite


Great packaging design is key to winning in retail. To give Bagger some immediate pop in the label design, FUEL leveraged a bold color scheme of white, black, red and gray.
Bagger Vodka kerchief

Playful illustrations and cheeky copy show Bagger doesn’t take itself too seriously. There’s plenty of humor to grab onto. 

Bagger Vodka label on bottle
Bagger Vodka neck hanger

$20,000 donated
and growing

A share of the profits from every bottle sold is made directly to the Iowa Natural Heritage Foundation and distributed to trails across the state. Since launching Bagger Vodka in 2020, Cedar Ridge Distillery has donated more than $20,000 to Iowa trails.
Bagger Vodka bike jersey worn by biker drinking water


Active brands deserve promotional items that complement. FUEL designed cycling jerseys and flexible flasks to put Bagger front-and-center on the trails.

Bagger Vodka kerchief, glass and bota
Bagger Vodka bike jersey


FUEL designers juxtaposed familiar woodland creatures and camping objects in a whimsical way to symbolize the adventurous, outdoor ways of the Bagger life. Playful typography was also integral to the brand expression and served as the perfect complement to tongue-in-cheek copywriting.
Bagger Vodka coasters
Bagger Vodka Made in Iowa
Bagger Vodka stickers


FUEL built a fun advertising campaign in print to build momentum for the brand, and to highlight Bagger’s support for specific trail projects throughout the state.
Bagger Vodka advertising


The recognizable graphics were carried over to social media where the posts popped on viewers’ feeds.

Web Design

Simplicity was key for the web: introduce the idea of Bagger, communicate the cause, and share some tasty drink recipes. Together, they’d show how Bagger Vodka helps active, sociable people be ready for whatever comes their way.
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Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies