KARLSSON'S GOLD VODKA: KARLSSON'S GOLD VODKA

Credits:

Type of Entry: Packaging Design
Category: Alcoholic Drinks
Title: KARLSSON'S GOLD
Advertiser/Client: THE SPIRITS OF GOLD
Product/Service: KARLSSON'S GOLD VODKA
Entrant Company: THE BRAND UNION Stockholm, SWEDEN
Design/Advertising Agency: THE BRAND UNION Stockholm, SWEDEN
Creative Credits
Name Company Position
Göran Aneer The Brand Union Senior Designer
Hans Brindfors The Brand Union Executive Creative Director/Client Director
Herman Kipowski The Brand Union Designer
Details
Brief Explanation:
- Avoid the designer trap. - Do not try to come up with yet another unique bottle for un-unique content. - Do not be an Absolut follower.
Describe the brief from the client:
To transform the category for premium vodka. (Absolut created the design expression for the purest vodka on the Planet). Focus on the component 'Virgin potatoes', instead of filtered away taste, purified several times etc. Create a powerful retail impact.
Description of how you arrived at the final design:
In order to reflect Karlsson's Vodka's unique proposition- Vodka from the finest gourmet virgin new potatoes in the world, we created an honest bottle, a bottle that speaks of the world's first luxury vodka with a terroir. Forget fashion, signal flavour.
Indication of how successful the outcome was in the market:
Karlsson's Gold named 'ONE OF THE TOP 5 BEST NEW SPIRITS OF 2008' -Wine & spirits magazine, Annual Buying Guide, October 2008