Belvedere Design & Branding BELVEDERE INTENSE UNFILTERED 80 by BrandOpus London

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Industry Vodka
Media Design & Branding
Market United Kingdom
Agency BrandOpus London
Creative Director Paul Taylor
Released October 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: LVMH
Product/Service: VODKA
Date of First Appearance: Oct 1 2010
Entrant Company: BRANDOPUS, London, UNITED KINGDOM
Managing Partner: Nir Wegrzyn (BrandOpus)
Creative Director: Paul Taylor (BrandOpus)
Deputy Creative Director: John Ramskill (BrandOpus)
Client Services Director: Avril Tooley (BrandOpus)
Account Director: Leo Hadden (BrandOpus)
Account Manager: Lydia De'Ath (BrandOpus)
Media placement: Vodka bottle - Retail and bars in the US - 1st October 2010, continuous
Describe the brief from the client
Until recently the most intense vodka experience available could only be purchased from international duty free shops. Belvedere wanted to build on the success of the recently launched Intense 100 Proof and briefed us to design a new product, Intense Unfiltered, made by 100% single estate Dankowskie Diamond Rye.
We were asked to create a design that was recognisably from the Intense family, but differentiated enough from the original variant, whilst accentuating and celebrating the unfiltered proposition.
Our task was to represent this visually, whilst expressing the elegance and taste of this superior offering from the world’s most awarded vodka brand.
Describe the challenges and key objectives
Belvedere is a market leader in super premium vodka, so positioning Intense Unfiltered 80 as the jewel in the crown without detracting from the wider range was vital.
Once a black background was selected, the challenge lay in finding a means of portraying the ownable Belvedere devices of the trees, which form a window to the palace device printed on the back of the bottle.
From a trade perspective, the challenge was to launch an 80 proof vodka that would build on the excitement and desirability of the previous Intense 100 product, but fit with the drive towards responsible drinking.
Describe how you arrived at the final design
Unfiltered is a more raw, unpolished vodka offering, something of a rough diamond. We created a story around the provenance of the Dankowskie Diamond Rye, and designed a bottle that maintains the existing Intense family equities of metallic colour on high gloss black.
The Belvedere tree device depicted in gold draws on the caramel and honey impressions of this ultimate quality vodka, whilst elevating premium cues.
The watermark Belvedere palace echoes the window frame device used across the wider brand portfolio, and equally emphasises the equity in the single ownable device of the trees.
Give some indication of how successful the outcome was in the market
Intense Unfiltered signifies the ultimate in super premium vodka, and this is reflected in the design, which by visually heroing the core brand equities, is the purest expression of the Belvedere brand.
As distinctive as it is stylish, the structure we created accurately reflects this, the ultimate premium vodka, unmatched by anything else available, whilst building on the initial success and excitement of the Intense 100 Proof.
The success of the seamless transition from single product to creation of an Intense family with perfectly complimenting structure design is reflected in continually increased sales.