JKR

Grey Goose vodka has released three new versions of secondary packaging, along the usual “more gift-worthy and cooler” lines. While the Baccarat gift box/bag (top left) is described as the definitive expression of the brand (presumably because it is the most obviously luxurious), our eye is drawn to the beautiful use of substrait to suggest water on the simpler pack (top right). It is this version which feels poetic rather than conventionally aspirational, and which sticks in the mind long after seeing it. It shows that a creative use of print techniques can have just as much impact, at a much lower cost, as a really expensive solution, and that premium design can also be about the value of a good idea.