Brand: Level
Company: Absolut Company Inc./V&S Vin & Spirit AB
Category: Vodka
In a competitive vodka market, the challenge is to stand out from the crowd. To accomplish that once again, the Swedish vodka legend turned to its long-term design agency, PearlFisher. In the past, PearlFisher developed the package design for Absolut Mandrin and Vanilla. This time around, their task was to design a "perfect balance" for Absolut's latest vodka.
Cocktail Times: For Absolut Mandrin, your design strategy was to keep it simple in order to emphasize the quality. For Vanila, you tried to provide the sense of mystery, luxury and sensuality tied to the vanilla taste we all grew up with. For Level vodka, what was your strategy?
PearlFisher: Our challenge was to be involved in the process from the very beginning. Utilizing insight into new luxury trends and luxury consumer behavior, we worked with the V&S Absolut Spirits team to plan and create a truly compelling and high-end vodka concept. We used design to communicate the values of this vodka in an intriguing and unxpected way to not be better than Absolut but to be different hence the subtle Absolut references such as the icon and the endorsement script type.
Cocktail Times: What makes the design of Level vodka make a difference from other vodka products?
PearlFisher: Up to now, many brands in the super premium vodka market have relied on novelty and trendy packaging over product to attract the consumer. As always with true luxury less is more. In our view, Level is already a design classic, which will certainly atand the test of time. Level stands independent to Absolut yet holds the same quality seal as Absolut.
Cocktail Times: Absolut defines Level as a vodka with "perfect balance of smoothness and character achieved by its combination of two distillation methods." Why did you decide to display their definition of quality in frosted glass?
PearlFisher: The unique nature of the vodka and the perfect balance of smoothness and character inspired us and the V&S Absolut Spirits team to create the name Level. The name is powerful in communicating a product benefit and therefore, the design can afford to be seductively understated. The sheer touch of the bottle is combined with the perfectly simple idea of using a metallic silhouette of the Absolut bottle embedded in the glass.
Cocktail Times: Your Absolut Mandrin work was a great example of how design can affect the company's bottom line, making the product to become the second best selling flavored vodka in the U.S. What are the key elements for a successful innovation in design?
PearlFisher: Innovation is the new luxury and consumers are willing to pay for it. But who is the driving force behind this modern luxury and what constitutes innovation? It's about foreseeing what consumers will ultimately desire tomorrow. So, compelling design must work alongide meaningful consumer insight. Therefore it's important for the consumer, client, manufacturer and supplier to work together, continually inspiring and challenging each other.
True innovation is also clearly about being open to new ideas and concepts, to other cosmetic worlds. Exciting and innovativ e packaging initiatives can evolve, revitalize and extend the brand, crossing neew boundaries and inspiring consumers. here design is both a tool and a language to harness a brand's power and ptential. But in order to develop iconic packaging designs, which truly reflect future consumer demand, consumer insight needs to be added for ultimate success and sustainable innovation.
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