Faced with low awareness and stiff competition, FRÏS needed to attract a new generation of consumers to this award-winning product in retail and on-premise. They wanted to become the fastest growing vodka in the standard category. Trial was critical.

To stand out on store shelves, the new identity and synergistic pack design need to be visually striking. Our aim was to elevate the brand through a contemporary, premium feel without losing its heritage and viscerally convey crispness, cleanness and purity. Additionally, the system needed to be versatile enough to encompass flavor extensions and decrease production costs.

Irreverent for the vodka design category, the bottle takes on the typical conventions of clarity, heritage, and luxury, and places the emphasis on individuality. The goal was to provide a sense of discovery lending a more premium perception of the brand. No one else was doing this in the very crowded, standard vodka marketplace.

To refresh FRÏS, we started with the strengths of its original bottle — a cylinder of ice, carved at an extreme angle. Exploring ideas around chiseled ice, we created a sophisticated, contemporary design in dark grey glass with dark blue undertones.

Distribution of the new packaging began in late 2012.

The success of the brand to date has been demonstrated through:

• Unique shelf-standout against the “sea of clear”

• Branded secondary packaging that elevates its mass retail presence

• An increase in price of the 1.75L as a result of the positive perception of the design

• 2012 Clear Choice and Peoples’ Choice Awards from the Glass Packaging Institute

• A portfolio expansion into new flavors

• A growing number of design and spirit publications and media impressions