Smirnoff sobers up with new “premium” packaging



Design Bridge has redesigned the graphics for Smirnoff’s No. 21 glass bottle, toning down the red elements and adding “contemporary typography”.


Smirnoff Vodka’s No. 21 glass bottle has undergone a visual identity and packaging redesign, with the aim of looking more “premium and modern”, says the brand.

The new design, completed by Design Bridge, includes an amended logotype with bolder lettering, a larger ‘eyebrow’ shape that the logo sits on, and a different bottle label. The red central label has been replaced with “added texture” and “contemporary typography”, Smirnoff says, to “create a modern feel”.

There is also a new footer label that features the Smirnoff shield, crown and signature.

“We stripped away the label to hero the liquid itself, bringing attention to the quality of the recipe and focus to the brand identity,” says Asa Cook, creative director at Design Bridge. “Hidden within the logo are 21 lines created with a tactile varnish, a reference to the No. 21 recipe, highlighted at the base of the bottle.”

The drinks company hopes the new branding will help Smirnoff “stand out” on the shelf, says Julie Bramham, marketing director at Smirnoff Western Europe.

She says: “The new design was borne from a desire to reflect some of our 151 year history, while also wanting to nod to the contemporary spirit of our drinkers.”

The redesign of the Smirnoff 21 bottle is part of a “total portfolio project” looking to “bring the range together under one clear architecture,” says Jeremy Lindley, global design director at British drinks company Diageo, which owns Smirnoff.

“The boldness and crafting of the eyebrow on the bottle is at the core of the design strategy across the entire range,” he says.


As part of the rebrand, Design Bridge has redesigned the full range of Smirnoff flavours, has developed limited edition bottles, such as the Summer Edition, and created a new design for Smirnoff Ice.

Smirnoff Ice silverSmirnoff Summer Edition x4

“The new design creates a consistent architecture which allows the freedom and flexibility to express the personality of the rest of the portfolio,” says Cook.


The rebrand coincides with Smirnoff’s “We’re Open” campaign, running through May and June, which aims to portray the brand as one that “celebrates inclusive communities”.

The campaign includes advertising posters with slogans in support of Pride – “Homosexual, heterosexual, who-gives-a-sexual” – and previously featured those related to the General Election – “Left wing, right wing or chicken wings”.

Smirnoff, now owned by Diageo, was founded in Moscow, Russia in 1864. Landor undertook the brand’s last major packaging redesign in 2009.

The new identity has started to roll out and will be applied to all point of sale and promotional materials.



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