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Smirnoff Ice limited-edition label captures a β€˜Rhythm Journey’

Vibrant, energetic can and bottle graphics for a limited-edition Smirnoff Ice label are designed to connect with Latin America’s growing culture of taking the party to the street.

An abstraction of a street party captures each musical genre along the way through the use of key characters.
An abstraction of a street party captures each musical genre along the way through the use of key characters.

Smirnoff Ice has unveiled limited-edition label designs for its bottles and cans to connect with Latin America’s growing culture of taking the party to the streets. The vibrant and colorful on-pack designs take inspiration from popular musicians and music genres that resonate with this audience and position Smirnoff Ice as a catalyst for good times. More broadly, the designs demonstrate how global brands can assert relevance in regional markets, introducing and celebrating local culture while remaining true to the core brand.

Brand design agency Vault49 was responsible for designing the new graphics. Says Leigh Chandler, Creative Director and Partner, for the agency, β€œAs the party moved from the bar to the street, younger consumers were turning to premium beer for upbeat occasions. We felt strongly that Smirnoff Ice belonged in this space and wanted to bring the brand into this occasion. As we explored local consumer attitudes in Brazil, Costa Rica, Panama, and Mexico, we landed on a universal form of expression: music.”

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