Elevating beyond a category standard through brand experience.
Flavor within the vodka category is nothing new, and in many ways, has become par for the course for both value, premium and super premium brands. While most brands looked at flavor as a cost of entry, Van Gogh Vodka looked at it as a point of difference. Yet with a commodity approach to flavor prevalent within the category, Van Gogh needed a new expression of flavor to elevate its offering above the category norm.
“Experience” within Packaging Design tends to be focused on the visual. However, for a brand like Van Gogh Vodka, Experience needed to transcend the visual and become multi-sensory, paying respect to the expressionists roots of the brand and its name sake. We brought this philosophy to the communication of flavor, creating a multi-sensory experience on the outside of the bottle to complement the experience on the inside of the bottle.