PHILLIPS DISTILLING CO.
CUBIST VODKA
IDENTITY, PACKAGING
THE SITUATION
People have been storing vodka in their freezer for as long as iceboxes have existed. Why? Because chilled vodka just tastes better. Phillips Distilling asked us to help them create a brand strategy and innovative package design for the only vodka specifically designed for the cold.
THE SOLUTION
We created a super-premium vodka brand called Cubist that brought a fresh approach to the vodka category by using thermochromic (cold-activated) inks. The label has inks that activate at two different temperatures so you can tell when the liquid is cold enough to enjoy but also when it’s chilled to perfection!
THE EXECUTION
At room temp, geometric cubes appear as a silvery pattern barely visible through the clear vodka from the back panel. Once the liquid begins to chill, however, it transforms, bringing color to the cubes and revealing the message that the liquid is now “Chilled to Perfection” and at the perfect temperature – 0ºC – to enjoy.
THE RESULTS
Research shows that 75% of consumers perceive Cubist™ as unique from other vodkas.
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