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Article | January 7, 2010
Upscale cues signal premium vodka for Sam's Club's Member's Mark
Premium and ultra-premium brands have been important drivers in the growing vodka category.
Sam’s Club, seeking long-term growth, is investigating opportunities in various categories and looking to create proprietary brands that drive club-member loyalty. To that end, Sam’s Club is introducing Rue 33, a premium vodka brand, to appeal to consumers looking for the finest quality luxuries for everyday enjoyment. Sam’s Club turned to Dragon Rouge to create the brand identity, which is built around the concept of “French premier grand cru vodka.” The packaging mixes recognizable design cues from the premium vodka category—a frosted background and a see-through effect—and the wine category—a line of poplars, a traditional iconic representation of wine estates. These cues reflect the vodka’s contemporary elegance and charm, but also subtly reference the imported heritage of the product. Rue 33 was created for Member’s Mark, a Sam’s Club brand known for premium quality and value. “The Rue 33 signature identity was created to reflect authenticity, personal craftsmanship, and sophistication associated with vodka-making,” says Marcus Hewitt, chief creative officer of the New York office of Dragon Rouge. “A cool blue glow combines with the red of the brand and the white highlights on the trees to reinforce the French heritage.”“Dragon Rouge undertook a rigorous development process to deliver a unique and creative branding and visual identity solution that positions Rue 33 as an ultra-premium imported vodka,” says Maurice Markey, Sam’s Club’s vice president of private brands. Rue 33 will be available in the 1.75-mL size in about 200 Sam’s Club stores.
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