To animate the brand’s irrevocable connection to art as well as the desire to pay homage to its namesake, Van Gogh Vodka enlisted the highly acclaimed New York creative firm, Spring Design Partners to craft the new bottles. Spring in turn commissioned French artist Joy Olney to create 16 paintings as viewed through the lens of Vincent Van Gogh and inspired by each of its vodkas. Each work served as the foundation for the new labels, ensuring packaging as sophisticated and vibrant as the vodka it contains.
“We are thrilled to introduce Van Gogh Vodka’s new eye-catching packaging, inspired by the iconic works of Vincent Van Gogh, to our distributors and partners, leading cocktail experts and, most importantly, consumers,” said Norman Bonchick, Chairman & CEO of 375 Park Avenue Spirits, importer of Van Gogh Vodka.
“With this redesign, every drop of our award-winning spirit is now part of a finely crafted masterpiece.”
Ron Wong, Executive Creative Director for Spring Design Partners explains, “The Van Gogh Vodka brand represents the spirit of Expressionism and was founded on the principles of originality and individual pioneering spirit. In the redesign, we strive to present the brand through this filter. It is a simple yet bold visual strategy that creates a dynamic gallery of flavors that projects today’s desire for a unique and memorable experience.”
“We have clear objectives with this packaging update,” further stated Bonchick. “They are: Capture the millennial market and contemporize the brand for today’s consumer who is focused on authenticity and experience, while ensuring the outside design of the bottle lives up to the quality of liquid on the inside.”
The visual identity for the new Van Gogh Vodka packaging focuses on the artistic mastery of vodka. The new Van Gogh Vodka master brand mark consists of two main components – the Van Gogh Vodka “window” which sits on top of the other component, the Van Gogh Vodka “paint mark.”
The paint mark, reminiscent of the artist’s iconic work ‘Starry Night’ is seen through the VAN GOGH VODKA letterforms. The master brand mark is the primary element for the Van Gogh Vodka brand exuding confidence, energy and of course, championing individuality.
The introduction of the new packaging and logo, exclusive to the US market, unifies the brand’s full line of products through vibrant, bold and consistent design while communicating Van Gogh’s core values and product characteristics in a single glance.
A total of 16 signature expressions will make up the portfolio featuring the new design: Van Gogh Vodka, Açai-Blueberry, Citroen, Cool Peach, Dutch Caramel, Dutch Chocolate, Double Espresso®, Espresso, Mango, Melon, Oranje, Pineapple, Pomegranate, Raspberry, Vanilla, and Wild Appel. The new packaging will have a two-phase roll out over the course of the year.
Source: Van Gogh Vodka