Special Edition Packaging Design. Seagram’s VO has a rich history, and with the 100th anniversary of the brand approaching, Diageo wanted to create a commemorative bottle to celebrate it.
The story of the VO brand helped inspire the design strategy:
“One hundred years ago, Joseph E. Seagram created a new whisky to commemorate the wedding of his eldest son. He set barrels aside and ordered the workers not to touch it. They labeled it Mr. Seagrams “Very Own” or “V.O.” for short.”
This story demanded a visit to the brand archives; which were consulted for everything from the bottle structure to reincarnated graphic elements. The resulting character of the angular structure was a proud, masculine tribute to the man himself. Joseph Seagram’s monogram was redrawn and configured to create a seal that was incorporated into the packaging as a tribute and more intimate personal detail.
Recommended Concept Shown. Designed for Diageo via Landor Associates, NY