The Pierre Smirnoff Company has repositioned Smirnoff Red brand, with a global redesign by Sedley Place.
The new identity is billed by Sedley Place as the biggest change in nearly 50 years.
The reworked bottle is cleaner, taller and more elegant, embossing has been increased to improve shelf stand-out, says a spokesman for the consultancy. The smaller label is to allow the consumer to see more of the product.
Sedley Place worked on The Pierre Smirnoff Company’s new product Smirnoff Black four years ago.