Twelve years on from launch, many of the features that had once made Belvedere iconic within the super premium vodka market had been copied or borrowed by competitors. Left with a lack of standout, our brief was to leverage the ownable equities to reinstate Belvedere’s position in the market place.
We pared back the design, heroing iconic features such as the frosted bottle, tree-framed window and Belvedere palace, allowing the brand to behave more assertively on shelf.
With the expanding brand in mind, we distilled and reordered the information on bottle so that it is easier for the consumer to choose their variant from a wider range of Belvedere, whilst enabling the brand to further expand in a structured hierarchy.
Each new launch maintains the consistent brand elements, whilst being differentiated through a unique ingredient illustration and vibrant variant colour.
The redesign and subsequent innovation reinstates Belvedere as the number one super premium vodka in many primary markets. Specifically the design of Intense Unfiltered 80 has contributed to the fastest launch to date.
“The redesign of the Belvedere portfolio has clarified and strengthened our ownable brand equities, and allowed us to build upon these throughout the wider marketing campaign.”