Landor creates new packaging for Smirnoff

Diageo is introducing new packaging across its Smirnoff No.21 vodka and Smirnoff Flavours range, designed by Landor Associates.

Landor was briefed to emphasise the brand’s quality and craftsmanship. The consultancy responded by using heritage cues such as the newly created medallions that commemorate the brand’s history, alongside more contemporary iconography.

Landor has created a new brand icon, called the ‘regal eagle’, which replaces the former ‘spike’ graphic and is intended to underline the brand’s authenticity and stature. The eagle will appear across all of the brand’s communications.

The Smirnoff bottle glass has been embossed, while the label now includes prominent signatures of Smirnoff and its producer Ste Pierre Smirnoff Fls, alongside a crown.

The new design is rolling out now on its 70cl and 1.5l bottle sizes, and from late August on the 50cl bottle.

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