Responses by David Kessous, creative director, Jean-Philippe Dugal, graphic designer and Marc-André Fafard, strategic planner, lg2
Background: The most awarded Canadian vodka is revamping its image and packaging design with the key objective of understanding its consumer. Through the evolution of its brand image, Pur Vodka wants to position itself not only as a premium vodka, but also as an icon of ambition and determination, and a leader of the entrepreneurial culture and the influencers of tomorrow.
Reasoning: The story of Pur Vodka is a genuine entrepreneurial tour de force as the dreams and tireless determination of its creator have enabled the brand to surmount the obstacles along its path and become the silky smooth vodka it is. Additionally, everything was in line to develop a brand that would appeal to our new core target market of HENRYs (high earner, not rich yet).
Challenges: On one hand, we needed to reinvent Pur Vodka while ensuring that we didn’t neglect its visual heritage. On the other hand, we had to prepare Pur Vodka to grow internationally in 2018 in countries like France, England, the United States and across Canada—all without alienating its loyal base in Quebec and Mexico along the way.
Favorite details: We’re most proud of the print production. Although the overall label design is clean, it’s through the stamping, cutting, metallic ink, 3-D varnish and matte varnish that we pay homage to the richness of the most awarded Canadian vodka—a vodka that has earned 57 medals to date in the world’s most prestigious competitions.
Anything new: Despite the size and scale of the challenge, we quickly recognized that we needed to focus on elegance and simplicity. In addition to being synonymous with ultimate sophistication, simplicity is the closely guarded secret to success.
Visual influences: The entire graphic solution was fuelled not by its visual influences, but by the strategic constraints of the project. The impact, the price/quality ratio, the excellence of the product and its history led us to this solution. lg2’s strategic and creative teams were driven by the goal of helping Pur Vodka break into the international market.