| Title | OUR/DETROIT |
| Brand | OUR/VODKA |
| Product/Service | DRINKS |
| Category |
D02. DRINKS |
|
Entrant Company
|
GREAT WORKS Stockholm, SWEDEN
|
|
Advertising Agency
|
GREAT WORKS Stockholm, SWEDEN
|
Credits
| Mattias Nyström |
Great Works |
Strategic Director |
| Kalle Söderquist |
Great Works |
Creative Director |
| Ted Persson |
Great Works |
Creative Director |
| Mårten Magnusson |
Great Works |
Art Director |
| Ola Persson |
Kongotec |
Art Director |
| Anna Kjellmark |
Great Works |
Producer |
| Åsa Caap |
Our/Vodka |
Projectleader/Client |
| Daniel Lunde |
Great Works |
Art Director Assistant |
Brief Explanation
One of our key challenges was to design a premium brand with a low key design profile that stands out in the shelf. The premium vodka market was getting cluttered with diamonds and gold. We needed to zig when everyone else zagged.
When doing everything from scratch (bottle, label, crown cap) we faced a number of challenges. A crown cap with a lining that could hold high-proof alcohol didn’t exist so we had to invent one ourselves.
The Brief
This project didn’t start with a regular brief. It started with a question; Is it possible for a global company like Pernod Ricard to take part in the huge trend of locally produced products? Can a brand be both global and local at the same time?
How the final design was conceived
It all started with a passion and a belief that a vodka can be made in a completely different way than it’s conventionally been done. The idea of making things differently reflects throughout the project. With a very simple design in black and white, a small bottle along with the crown cap, it is the the complete opposite of how other premium vodka bottles look.
Indication of how successful the outcome was in the market
Size matters. Small is beautiful and easy to use.