Packaging

Smirnoff – Chinese New Year

The Smirnoff eagle meets the Chinese Tiger

The brief was to create a limited edition secondary pack to celebrate the Chinese New Year in 2010, The Year of the Tiger. The pack needed to reflect asian premium cues and a ‘special occasion’ feel whilst supporting the Smirnoff core brand essence of originality, boldness and possibilities. It also needed to stand out on shelf and promote the gifting occasion.

Red and gold are perceived as premium colours in Asian culture and are also considered the colours of luck. The red background was the starting point to promote the brand, communicate the Chinese New Year and create stand out on shelf. The use of gold stylised graphics illustrate ‘The Year of the Tiger’ in a premium and sophisticated way whilst retaining the asian look and feel required.

Tags
DIAGEO - CHINESE NEW YEAR_TOP_885x499

DIAGEO - CHINESE NEW YEAR3_885x1013

The pack needed to reflect asian premium cues and a ‘special occasion’ feel whilst supporting the Smirnoff core brand essence of originality, boldness and possibilities.

DIAGEO - CHINESE NEW YEAR5_885x499

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