Our first step in designing SVEDKA Spiked Premium Seltzer was a deep dive into the spiked seltzer marketplace and consumer. We looked at the competitive set, examined category trajectory, and performed a thorough brand analysis of what SVEDKA means to its consumers. What we discovered was that SVEDKA was entering the spiked seltzer category at a pivotal moment in its growth.
For years, spiked seltzer brands had to litter their packaging with communication to educate consumers about basic category questions (What is spiked seltzer? What does it taste like?) that consumers now take for granted. With that foundation in place, we could focus on differentiating SVEDKA.
SVEDKA packaging is already a mainstay in the vodka aisle. Where other vodkas follow the adage of “more is more,” SVEDKA has always stood out through relative simplicity.
Consumers often equate quality with brands that only exist in one space, even when those brands are secretly owned and made by mega-corps. SVEDKA believed that it had a superior product to the competition, but they didn’t want to be seen by consumers as a brand that was just trying to cash-in on a category trend. Because of that, there was a lot of pressure on us to design packaging that felt unique and authentic to the spiked seltzer category without giving up SVEDKA’s brand equity.
Our simple and impactful approach to the can design disrupts the spiked seltzer category. We rotated the iconic SVEDKA band 90 degrees to maximize its size and impact. We used a thick sans serif and elegant script to concisely identify what the product is and to convey a contemporary, sophisticated vibe that nods back to SVEDKA’s vodka bottles. Simple color palettes and ample negative space evoke premium differentiation without spelling it out.