Following an extensive investigation and brand identity strategy, the ‘back to basics’ relaunch for Vodka Cruiser was the result of an intensive 10 month project. Designed to reinvigorate the then tired brand, the project scope encompassed the development of a new brand strategy, visual identity system, portfolio architecture strategy and packaging design.
White is the new hero; replacing a technicolour approach that led to consumer confusion and visual clutter on shelf. It’s the simplicity of this design approach that allows the product colour to be showcased and creates a more refined, confident and understated aesthetic. Simplification of the visual identity systems were core objectives in the creative process. We invested in a full exploration of the creative opportunities for the range to ensure that the design system was both appealing and relevant to consumers – engaging in a more meaningful way.
Implemented in October 2012, the relaunch of Vodka Cruiser was extremely successful seeing a 45% increase in sales of the Raspberry variant and the top 3 flavours all achieving significant growth on the previous year.