POSITIONING
BOTTLE DESIGN
LABEL DESIGN
T
he challenge:
Stolichnaya had crafted a first-to-market, super-premium vodka that used a centuries-old Russian freeze filtration process.
The name for this ultra-smooth vodka had to appeal to Russian tastes first, have staying power in the US, and good bar call in any language!
The new name:
Why it works:
Elite is an aspirational word to native Russian speakers and one that is meaningful and also used throughout the world. It's open vowel- hard consonant 1-2 punch, is easy to say and hear. Additionally it connects directly to new consumer definitions of desirable and super-premium luxury, Stolichnaya and“Russia”, all of which led me to explore understated ideas, colors, and designs that suggested an icy Russian elegance and purity. The result was the sleek, minimal, and very exclusive Elit.
Owler Hook:
Elit effectively cut through the clutter in a booming vodka market plagued by trendy names. Its quiet simplicity offered an effective counterpoint to the noise, and a clear step up within Stolichnaya.
