Discover your next big idea at PACK EXPO Las Vegas
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries. Click to learn more.

Smirnoff Ice limited-edition label captures a ‘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, “As 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.”

Break out of the ordinary: see what’s new in packaging & processing!
At PACK EXPO Las Vegas, you’ll see machinery in action and new tech from 2,300 suppliers, collaborate with experts and explore transformative solutions. Join us this September to experience a breakthrough in packaging and processing.
REGISTER NOW AND SAVE
Break out of the ordinary: see what’s new in packaging & processing!
Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
Access Report
Coding, Marking, and Labeling Innovations Report