In a seemingly similar flavoured vodka world, the newly launched Smirnoff Sourced® range clearly stands out. It combines the crisp, clean flavour of Smirnoff No. 21 vodka with the natural fruit flavours and juices of favorite fruits: Pineapple, Ruby Red Grapefruit & Cranberry Apple.
To guarantee maximum shelf standout for the new product, Diageo teamed up with their long-term partner CCL Label.
Embracing the ‘natural flavours and juicy’ positioning of the new products, Diageo and CCL selected a natural, fibrous, uncoated paper for the labels. Importantly, the red of the iconic Smirnoff brand name was replaced by a brilliant green colour. Instead of silver, a warm gold was chosen to refine the labels’ appearance. The embossing on the brand’s iconic eyebrow gives it an authentic textured look. The shiny green leaf and window round off the imagery of the Smirnoff Sourced label.
In order to spotlight the liquid as well as its genuine fruit-driven colour, CCL created a “window” inside the label. A carefully selected tint, vignette and pattern fills the void of the window and closely matches the liquid color to add a certain brightness for dark storage conditions, while still allowing enough transparency for customers to see the liquid.
The collaboration of Diageo and CCL for this project enabled them to source their own materials, capabilities, and talent to bring forward a label as authentic as Smirnoff’s latest addition to the family.