Smirnoff Vodka No. 57 100 proof label design

A revolutionary redesign

When given the challenge to reinvent the iconic Smirnoff No. 57 100 proof packaging to gain more attention in the US Market, the solution was to make it bolder, more premium and appealing to men. Design inspiration was taken from the world of masculine luxury; fine tailoring, cigar bands, cuff-links and watches.


Identity Design
Typography Design
Packaging Design
Art Direction
Outdoor Advertising
Brand Guidelines

Smirnoff vodka icon design
Smirnoff Vodka No. 57 100 Proof bottle design
Smirnoff 100 Proof vodka redesign, before and after

Once the basic design principles were established, a flavors innovation followed to create the 100 proof Rootbeer and Espresso variants.

Packaging design received a Bronze Pentaward in 2011.

Smirnoff 100 Proof flavored vodka
smirnoff 100 proof vodka espresso flavor footer label design detail
Smirnoff vodka rootbeer flavor label design closeup
Smirnoff 100 Proof bottle design detail
New York     |     Oslo
link to instagram @taralubonovichLink to linkedin profile
© 2023 Tara Lubonovich Studio