Design BridgeDesign Bridge


The story behind our Limited Edition Love Wins Smirnoff design

Love can come in all shapes and forms – and this is exactly what we celebrated in 2016 with our clients at Smirnoff (for details on the 2017 Choose Love edition, head over here). Inspired by (and teaming up with) the BOB by Dawn O’Porter fashion label – whose Equality Collection celebrates sexual equality – we created a limited edition range of Smirnoff Vodka bottles. Each of the 500 “Love Wins” bottles is a one-off, and celebrates a unique relationship.

With a rainbow colour palette, and using a BOB by DOP print (originally created by illustrator Karen Mabon) as a starting point, we set about creating a diverse range of couples from all walks of life to place proudly on the front of each bottle.

Smirnoff LoveWins character artwork




But this was no ordinary project, and bringing our designs to life was a true labour of love. After each of the 500 bottles had been specially shrink-wrapped in a new rainbow-coloured outfit, we set about meticulously applying the Smirnoff “eyebrow”, couple illustration, and fabric label that you’ll find on the back of the bottle, all by hand. Yes, you read that correctly, by hand.




In fact, it’s the story on the fabric label that we feel sums up the entire project rather nicely…


The Smirnoff Love Wins Limited Edition were available to buy exclusively at The Whisky Exchange during Pride in London 2016, and sales supported the RUComingOut charity. We made a film to tell the design story and show how far the Smirnoff “Love Wins” message travelled – you can watch it below:


Smirnoff LoveWins rainbow eyebrow

A very special thanks to Dawn O’Porter, Karen Mabon and David Loftus (photos of Dawn in our film © David Loftus).


Design Students, meet Design Bridge Singapore!


Claire Parker reviews new identity for de Melkweg