The Smirnoff Ice RTD (Diageo) packaging had not been updated for over 10 years. Not only was the look and feel dated, the packaging architecture could not addequatley accomodate further brand extentions. Specialists of the award-winning Australian design firm The Ceative Method refreshed the overall look and feel of the brand line.
The key aspects of the brief was to deliver across the board changes that would look to improve on the following areas of the primary and secondary packaging:
- Increase contemporary cues
- Drive firther history and heritage
- Increase standout
- Increase masculinity
- Drive further refreshment
- Increase quality cues
As a result, in summer 2009 Smirnoff Ice refreshed the whole range of its flavoured RTD drinks, across 6 SKUs: Guarana, MidStrenth, RawBerry, Double Black, Premium Regular and Wild Lime.
Credits:
Agency: The Creative Method, Australia
Designer: Tony Ibbotson
Creative Director: Tony Ibbotson
Artworker: Greg Coles