Smirnoff Ice, the original iced citrus flavoured vodka drink has become one of the world’s leading brands in the pre-mixed market. However, the design had begun to look dated and inconsistent around the world and was seen as a ‘mini me’ of Smirnoff No. 21, using the same constrained symbols of military shields and Russian eagles.
Our brief was to create a new global can design for this iconic brand. We took the new Smirnoff ‘eyebrow’ identity, which we re-crafted from an historic label, and used it vertically and boldly on the can, to form the ‘I’ of ‘ICE’. This powerful reduction of elements brings confidence to the brand.
Hidden within the new ‘Ice’ logotype is a -1C symbol – which supports the frozen liquid story. This witty element of discovery introduces a meaningful and ownable equity to the brand marque. Raw silvers of the can substrate also support the brands icy cold, refreshing quality.
All Smirnoff Ice variants now feature this single-minded design architecture, such as the innovative Double Black Guarana: A drink for a more high-tempo occasion, communicated through stronger colour ways and an increased energy level.
Creative Director: Asa Cook
Design Director: Sam Cutler
Senior Director: Gavin Halford, Gavin Daniels
Production Manager: Alan Edmonds
Senior Artworker: Russell England
Senior Production Project Manager: Talitha Watson
Print Director: David Clabon
Senior Vice President: Kasia Bannon
Client Director: Siobhan Petersen
Designed by Design Bridge
Client: Diageo
Country: United Kingdom
