Grey Goose vodka is distilled in France using only two ingredients—single-origin Picardie winter wheat and natural spring water. And while the spirit is known for its clean yet spicy notes, it’s also loved for its sophistication.
Launched in 1997 by Sidney Frank, the fowl-bedazzled vodka sought to counter Absolut’s market share with a sticker price at nearly double the cost, inspired by the belief that French manufacturing had a perceived higher quality.
While the premium bonafides might have begun as a false perception, the insight still evidently rings true, and the brand is still known for its visualized high quality. This past November, Intertype worked with Grey Goose to design a new global brand identity that furthers the brand’s top-shelf dreams.
The new branding system replaces the solo goose symbol with a three-geese lock-up. This change was inspired by wanting to convey a feeling of togetherness while noting that geese don’t typically get seen flying solo. That visual serves as a metaphor for the spirits company, inspiring a sense of togetherness and celebrating an occasion.
Further, Intertype helped the brand discover a new color palette, allowing for more versatility and scale and the new secondary colors allow for a brighter, more dynamic approach.
Meanwhile, typography has a liquid-inspired gracefulness in mind. “The font family was created in two weights to retain legibility at large and small scales,” said the agency in their case study. “For the logo crafting, we engaged the services of the super-talented lettering artist Ginger Monkey, a long-time partner of our studio. The typeface was created in collaboration with type foundry Dalton Maag. The ‘Vive la Vodka’ line used in all communications was written by ad agency MullenLowe.”
The new branding system creates a more consistent and community-based approach for Grey Goose. While the label began as an art of branding illusions, the updated brand identity feels wholesome and understated while continuing what folks associate the brand with—its perceived premium characteristics.
Although they targeted the brand at Americans that connected France with all things fancy, Grey Goose’s visual identity catapulted them into decades of selling premium vodka. It showcases the importance of Intertype keeping its identity up to date and proves the power of packaging and branding in consumers’ eyes.
