A Revolutionary Redesign. When given the challenge to reinvent the iconic Smirnoff No. 57 100 proof packaging for the US Market, the solution was to differentiate the variant as the older, bad-ass brother to Smirnoff No. 21 “Red”. Inspiration was taken from the world of masculine luxury; fine watches, cigar bands and custom tailoring influenced the details of the visual language. Once the basic design principles were established, a flavors innovation followed to create the 100 proof Rootbeer and Espresso line extensions. Packaging design received a Bronze Pentaward in 2011.
Launched in 2010. Designed for Diageo via Landor Associates, NY