Smirnoff earned its name through a journey that spanned Russian Czars to Hollywood bars. A brand that put vodka on the map as the ‘white whiskey’. One that stands as a benchmark for purity and smoothness.

Smirnoff

#### In brief
 
If you were drinking anything in the 90s and early 2000s, it was probably vodka. Leading the charge, was the world’s number 1, Smirnoff. With its award-winning taste, Smirnoff was a benchmark for purity and smoothness.

 
But with purity as the goal, it quickly became a race to the bottom for inoffensiveness. In celebrating what wasn’t there, purity turned to emptiness, minimalism and a lack of substance.

 
In stripping back, Smirnoff surrendered the proud markers of its rich heritage and true quality. Gradually, this total visual dilution shrunk Smirnoff’s name, meaning and relevance.

 
#### What we did
 
Now a wall-flower in bars and with a bottom-shelf feel, Smirnoff felt more like an imposter “own brand.” Confused drinkers turned away. In the name of simplification, Smirnoff didn’t stand for anything.

 
But Smirnoff had earned its name through a journey that spanned Russian Czars to Hollywood bars. It put vodka on the map as ‘whitewhiskey.’ Stirred up the cocktail revolution with the Moscow Mule. And it was the star drop in James Bond’s shaken-never-stirred martini.

 
Central to Smirnoff’s return to the spotlight was rebuilding its historic integrity through the details of its bold beginnings. First and foremost, the family name. After all, only Smirnoff could claim its substance and hard-won history.

 
A redrawn signature and remastered eyebrow celebrated the pioneers behind the icon once more. And then, to the shield, Smirnoff’s symbol from the start. Restoring its glory but leaving it open, rather than ornate, captured the brand’s original intent: to be a vodka for all. And testament to Smirnoff’s enduring quality and momentum, the Smirnoff signature darts through the centre. Finally, the crown caps the bottle to toast its past achievements and the future to come.

We designed a brand as a proud marker of Smirnoff’s rich heritage. One that’s testament to Smirnoff’s enduring quality and momentum that’s built on its historic integrity through the details of its bold beginnings. Celebrating the pioneers behind the icon and capturing the brand’s original intent: to be a vodka for all.

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If you were drinking anything in the 90s and early 2000s, it was probably vodka. Leading the charge, was the world’s number 1, Smirnoff. With its award-winning taste, Smirnoff was a benchmark for purity and smoothness.

Design Bridge and Partners | Smirnoff

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Smirnoff

Smirnoff earned its name through a journey that spanned Russian Czars to Hollywood bars. A brand that put vodka on the map as the ‘white whiskey’. One that stands as a benchmark for purity and smoothness.