KARLSSON Design & Branding KARLSSON'S VINTAGE by The Brand Union Stockholm

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Industry Vodka
Media Design & Branding
Market Sweden
Agency The Brand Union Stockholm
Executive Creative Director Hans Brindfors
Designer Goran Aneer
Released April 2011

Credits & Description

Category: iii. Premium Brand
Product/Service: VODKA
Date of First Appearance: Apr 15 2011
Entrant Company: THE BRAND UNION, Stockholm , SWEDEN
Entry URL: http://www.karlssonsvodka.com/home.aspx
Executive Creative Director: Hans Brindfors (Hans Brindfors)
Marketing Director: Olof Tranvik (The Spirits of Gold)
Chief Executive Officer: Christian Gylche (The Spirits of Gold)
: Maria Ekelund (The Spirits of Gold)
Designer: Goran Aneer (Hans Brindfors)
Media placement: Karlsson's A2 Board, Bottles Karlsson's Vintage - Stores - 15 April 2011
Media placement: Image Karlsson's Bottles Karlsson's Gold & Karlsson's Vintage - Stores - 15 April 2011

Describe the brief from the client

In 2004 Karlsson’s first vintage vodka's were born. In 2008 Gammel Svensk Röd was harvested again and the unique taste from this batch was decided in 2011 to bottle and launch. Solist 2009 was also an excellent year. The two new vintage vodkas, Solist 2009 and Gammel Svensk Röd 2008, can be tasted vertically with it’s older siblings to taste the difference between them.

The mission was to continue the design success for Karlsson’s Vodka with this pure and simple bottle design that signals taste and flavour. As well as a very strong shelf impact.

Describe the challenges and key objectives
- Continue to successfully develop the brand Karlsson’s Vodka and their products based on a 250-year-old distilling tradition.
- Karlsson’s Vodka bottles should all speak of the world's first luxury vodka with a terror.
- The first “single potato” vodka.
- Brake the design category in the super premium vodkas.

Describe how you arrived at the final design
We partnered with the client in a very creative and simple process, which actually started backwards. We worked in close collaboration with the client, to successfully develop another unique Karlsson’s bottle, with the same creative edge as the previous bottle design.

The main focus was to once again capture the meaning of “pure & simple” and “flavour & taste” and make that visible.

Give some indication of how successful the outcome was in the market
Karlsson’s Vintage will be launched in April 2011.