Vosa, a recently launched vodka “spirit soda” is refreshingly throwback. With its European-sounding name topped by a serpentine accent, limited color scheme, and tall, lightly outlined lettering, its can has more in common with 1990s bottled water design than it does with its canned cocktail peers. (See: Dasani, circa 1999.) This is a good thing. Despite its old-school aesthetics, the visual direction was driven by the concept of creating a “new classic,” rather than by nostalgia for a specific decade, says brand manager Michela Drago, who worked on the packaging with the brand’s graphic designer and founder. “We wanted our can to have a timeless, classic feel while still having connections to the ever-changing RTD [ready to drink] world we are a part of,” she says. That “timeless” positioning extends to flavor, too. In a more-than-crowded market awash with increasingly uncommon ingredients (lavender, elderflower, rose), Vosa launched with lemon and cranberry. Consciously or not, Vosa evokes the vibe of an endless ’90s summer — a trend that animates tongue-in-cheek brands like Poolsuite, but hasn’t yet reached the more earnest world of food and beverage.