Van Gogh Vodka has unveiled its new packaging for the U.S. market.
To reflect the brand’s “connection to art as well as the desire to pay homage to its namesake,” Van Gogh Vodka enlisted New York creative firm Spring Design Partners to craft the new bottles. Spring in turn commissioned French artist Joy Olney to create 16 paintings as viewed through the lens of Vincent Van Gogh, the company says. Each work served as the foundation for the new labels.
“We have clear objectives with this packaging update,” says Norman Bonchick, Chairman & CEO of 375 Park Avenue Spirits, importer of Van Gogh Vodka. “They are: Capture the millennial market and contemporize the brand for today’s consumer who is focused on authenticity and experience, while ensuring the outside design of the bottle lives up to the quality of liquid on the inside.”
The new Van Gogh Vodka master brand mark consists of two main components: the Van Gogh Vodka “window” which sits on top of the other component, the Van Gogh Vodka “paint mark.” The paint mark, reminiscent of the artist’s work ‘Starry Night’, is seen through the VAN GOGH VODKA letterforms. The master brand mark is the primary element for the Van Gogh Vodka brand.
The introduction of the new packaging and logo, exclusive to the US market, unifies the brand’s full line of products in design, while “communicating Van Gogh’s core values and product characteristics in a single glance,” the company says.
A total of 16 signature expressions will make up the portfolio featuring the new design: Van Gogh Vodka, Açai-Blueberry, Citroen, Cool Peach, Dutch Caramel, Dutch Chocolate, Double Espresso, Espresso, Mango, Melon, Oranje, Pineapple, Pomegranate, Raspberry, Vanilla, and Wild Appel.
The new packaging will have a two-phase roll out over the course of the year.
Founded in 1999, Van Gogh introduced its first vodka in 2000. It’s crafted by third-generation Master Distiller Tim Vos in small batches at Distillery Cooymans International in Tilburg, Holland.
