AWARENESS I EXPERIENTIAL I CONTENT
INNOVATION AND PACKAGING
Evolution doesn't come from doing the same things over and over. It comes from having a vision and a long-term plan to challenge the way things are, even in the most saturated spirits category.
At Purity Vodka, I personally had the opportunity to work with the master blender and SLT to develop the future of a new way to look at vodka through distillations as well as entering a new spirit category with a Purity Gin.
In addition to working on innovation initiatives, I led the packaging redesign project. The goal was to increase functionality, messaging efficiency and develop the “family” look and feel for the new distillation variants.
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DISTILLATIONS MATTER // INNOVATION PURITY VODKA 17, 34 AND 51 TIMES DISTILLED
Purity Vodka is the only vodka to take an already award-winning spirit beyond where the category has ever gone.I had the opportunity to work on the positioning, pricing and go-to-market strategy for the launch of the only vodka to ever innovate within distillations.
Currently 34x is the lead variant with 17x being tested in NJ at the end of 2017 and 51x will make the market debut in the summer of 2018.
Purity Vodka 17x was tested in the NJ market making great strides in providing insights on consumer perception, market opportunity, sell-in points of difference and commercial value. It was supported by mobile and digital OOH in the northern NJ area generating over 3 MM impressions and increasing awareness in the NJ market.
RE- ENGINEERING THE AWARD WINNING PACKAGING
The opportunity was to create the “family” look and feel for the 3 variants while increasing shelf visibility, brand messaging and functionality.
It ended up requiring a new mold which resulting in a sharper, slender and slightly taller bottle. It honored its origin and bottle and batch numeration. It celebrated the uniqueness of the number of distillations and highlighted the importance of organic ingredients.
It became a canvas to tell the Purity Vodka – Perfect Cut – Distillation story.
BEFORE AND AFTER BOTTLE SHAPE AND GRAPHICS
AWARD WINNING PURITY GIN
After receiving the award of “Best Old Tom Gin” at the 2016 IWSC (International Wine and Spirits Competition) in London, it seemed like the master blender private release was ready to come to the commercial market.
The image below is a first exploratory iteration of branding and visual direction for the newly created Purity Gin.
