FIVE VODKA by Brand Union for FIVE VODKA

FIVE VODKA

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Industry Vodka
Media Design & Branding
Market United Kingdom
Agency Brand Union
Designer Phil Dall
Released November 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: WELSH WHISKY
Product/Service: VODKA
Agency: THE BRAND UNION
Date of First Appearance: Dec 1 2010
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Chief Creative Officer/Creative Director/Art Director/Designer: Glenn Tutssel (The Brand Union)
Designer: Phil Dall (The Brand Union)
Technical Director: Andrew Smith (The Brand Union)
Media placement: Spirit Bottle - On Sale In Off Trade Retailers (2nd April 2011) - 1st Sept 2010

Describe the brief from the client
The Welsh Whisky Company asked us to create a distinctive Vodka brand and packaging identity that stood out from its competitive set.

Describe the challenges and key objectives
It was quite an aggressive stance to put a matt black bottle with minimal graphics into the vodka market which is saturated with established brands. But experience, confidence and trust from the client allowed us to be bold and produce breakthough design in a market that needed shaking up.

Describe how you arrived at the final design
The ‘Five’ wordmark embraced both the name and the five distillation process by emphasising the Roman letter for five, the ‘V’. The black bottle symbolises the charcoal filtration method and breaks convention in this sector creating shelf stand out in a crowded marketplace. The black is also from the house ‘style colour’ palette of black Welsh slate.

Give some indication of how successful the outcome was in the market
The packaging is featured in The Walpole British Luxury Showcase 2011 and has won several awards to date – Including The Communication Arts Award of Excellence, Eurobest nomination and The Art Directors Club of New York merit.

The current run of 2,500 is to be increased to 10,000 later this year.

Success is partly about awards but breaking new ground and pushing the boundaries of design is what the agency will become famous for.