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.
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.