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“14 1/2 inches tall. Wider at the shoulder than at the base. And it needs to embody modern Russia, the new Moscow—with Ferraris in Red Square and… Read More
“14 1/2 inches tall. Wider at the shoulder than at the base. And it needs to embody modern Russia, the new Moscow—with Ferraris in Red Square and nightclubs that never close.” This was the first direction given to us by the CEO of Klin Spirits, makers of Hammer + Sickle vodka. He was experienced and confident, and was looking for a bottle design that would set his vodka apart on the shelf and a brand that would establish Hammer + Sickle as the modern standard-bearer for premium Russian vodka. All this, in a marketplace literally overflowing with new vodka entries. In our research, we found that there was a gap in the market for a brand that was unequivocally modern and simple. We also discovered that there was an opportunity to use the soviet hammer and sickle as part of its imagery: it was selected to be the logo. Inspiration for the bottle design came from the stark architecture and cold climate of the region. To evoke coldness we frosted the bottle, and kept the corners clear, as if it had been rubbed clean to provide a momentary peek inside. The launch campaign was inspired by the idea of rebirth, of the new Russia emerging. The campaign phrase—‘Russian Reborn’—was embodied in the form of young Russian women emerging from a red lotus (the Russian state flower) made out of Hammer + Sickle bottles. Read Less
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