SVEDKA gets the party started

Our increasing desire for balance and wellness has reshaped how we live. As a betterment trend, it has translated into countless better-for-you options across consumer categories. Now, even when we unwind and enjoy a drink, we can make positive choices. So while many alcohol brands deliver on lightness and refreshment, few brands bring energy and flavour into the mix. 

SVEDKA changed that. It’s a straight-up, real and simple vodka soda with a splash of fruit juice. It’s flavoursome, refreshing and at 8% alc. volume, this RTD has a party-starting kick. The bold, simple ingredients within were intrinsic to our design idea and bright, confident expression. 

Alcohol RTDs is a fast-moving category, so communicating the product offering with impact and immediacy was crucial. We leant on SVEDKA’s Scandanavian roots to ensure an accessible, minimal and modern aesthetic. By boldly scaling the fruit shapes, the designs have a striking clarity that disrupts the category norms. The vibrant clash of colours against the raw metallic substrate goes big on taste appeal and refreshment cues. Layering in a dynamic dot pattern celebrates the sparkling taste of the product and brings the party energy too.

From the full-strength bottled spirit to the RTD cans and wider range, all key brand assets were respectfully considered to ensure consistency and brand recognition.

The can design architecture also established the principles for future RTD product extensions. This included the second phase of RTD launches and a range of Svedka Vodka and tropical ice tea flavours. Continuing with the bold fruit shapes across the brand’s portfolio creates consistency and cohesion. Complementing this, are the palm tree silhouette cut-outs which elevate the tropical flavour story and drive home the party occasion. 

“The complexity of can printing should never be underestimated. For what looks like a simple, minimalist design aesthetic, SVEDKA RTDs required a higher level of creative and technical consultation to ensure the overlapping elements were achieved as intended in production.” Stephen Hawkes, Production Director