Smirnoff: Limited-edition design by Vault49

Brand design agency Vault49 unveils limited-edition designs for Smirnoff Ice to help it 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.

As Vault49 explored local consumer attitudes in Brazil, Costa Rica, Panama, and Mexico, it landed on a universal form of expression: music.

Smirnoff recently redesigned its core packaging to reintroduce a layer of heritage and was looking to strike a balance that seamlessly integrated this new look with the vibrant, colorful feel of a limited edition to engage with millennials.

Ongoing projects in Latin America mean the team at Vault49 have a deep understanding of the region, and a culture study has provided further invaluable insights into local trends and shifting behaviors.