December 12, 2016
Readers weigh in on Van Gogh Vodka’s redesign.
In an effort to animate and reinvigorate the brand’s connection to art, Van Gogh Vodka has redesigned its packaging. “With this new package, we strove to create a collection of labels that are equal parts artistic and appealing—each one had to be a work of art to match the craftsmanship of the liquid inside, translating the spirit of Van Gogh’s Expressionism and bold vision in an engaging manner,” Norman Bonchick, chairman and CEO, 375 Park Avenue Spirits, the importer of Van Gogh Vodka, tells Package Design.
“It was important that the new package live up to and respect our namesake, Vincent Van Gogh. “By working with an artist who painted through the lens of Van Gogh we were able to have paintings created using our 16 signature flavors as inspiration. Each of these paintings then became one of the labels you see with the release of the new package.”
In this the final installment of Field Notes, we ask Package Design readers if the new packages are stars or if the designs leave 375 Park Avenue Spirits’ branding goals in the fields.
Executive creative director, CBX
There’s no question this is flavored vodka and that it will create a strong block at shelf. Perhaps the missed opportunity is in fully capturing the expressionistic spirit and style of Van Gogh’s paintings. The flavored variants could have been pushed further, so they were less literal and more abstract. This would have created a much more artistic spirit for a brand intent on celebrating its handcrafted tradition.
Read the full article in Package Design Magazine
Photo courtesy of Package Design Magazine
Dustin is a purpose-driven strategy and marketing leader with extensive experience building high-performance teams, driving growth, and creating brand value. In his role at CBX, He is dedicated to helping clients maximize the cultural and commercial impact of their brands.