Pearlfisher has created packaging for Level, Absolut Spirits’ latest super-premium vodka brand, which launches globally across duty free outlets from next month.
The work is the culmination of a two-year project by the group that encompassed trend analysis, positioning and branding work, naming and packaging.
According to Pearlfisher creative partner Jonathan Ford, who was creative lead on the project, the brand moves away from the ‘novelty and trendy packaging’ that has defined the category to date.
‘A lot of packaging in the super premium segment is over- designed,’ he says. ‘Level is all about “less is more”.’
Packaging is designed to keep the relationship between Level and its parent brand subtle and distant, adds Ford, to ensure Absolut’s image is not damaged by the launch of super-premium brand.
The group, which has worked with Absolut for seven years, did not pitch for the business.