Revamping Orloff: Iconizing Simplicity
SCENARIO
Orloff, the first vodka 100% produced in Brazil since its launch in 1960, has been under the ownership of Pernod Ricard since 2001. In a highly competitive market, the brand periodically needs to refresh its image to remain relevant and attract new consumers.
CHALLENGES
The challenges included enhancing brand perception to outshine competitors and making Orloff a desirable brand, one that consumers would proudly bring to a house party. The aim was to create a distinct identity and reinforce the perception of an iconic brand through disruptive packaging.
SOLUTION
To address these challenges, we began by analyzing the Brazilian market's key players, going beyond packaging design to understand how they communicated with their target audience across various channels. We sought clues from iconic brands in the alcoholic beverages segment, learning from their simplicity, consistency, attitude, and boldness.
Delving deeper into Orloff's history, assets, and market trends, we aimed to encapsulate these insights into a semantically rich and critical approach to packaging design. Our strategy was to iconize simplicity, sensations, the brand, and the diamond emblem.
Our proposed solution introduced a black glass bottle, unprecedented in the vodka category, featuring sleek and refined lines. The Orloff logo was rejuvenated and given greater prominence with a new layout that allowed it to occupy a significant portion of the front label after eliminating non-essential elements. We simplified Orloff's two assets, the diamond and the eagle, into a single icon that took center stage on the label. This simple and iconic visual identity facilitated the extension to two additional flavors, mint and bubblegum, while providing a strong and easily recognizable platform for special edition collaborations with artists and festivals.
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