"A Pentagram team led by John Rushworth and Daniel Weil has designed three packaging projects for the premium Vodka brand, Grey Goose. The introduction of the packaging is one of a number of ongoing initiatives undertaken by Grey Goose’s parent company, Bacardi, to refocus the brand for its international luxury markets and build on an already impressive rise to success in the United States.
Launched in 1997, Grey Goose was created for the American market with the vision of creating the world’s best tasting Vodka. Uniquely, it was the first Vodka to be distilled in France and takes full advantage of the epicurean heritage of its base in the Cognac region, famed for its fine spirit distilling. In a process overseen by an expert Maître de Chai (cellar master), who ensures the quality and taste of the finished product, selected French wheat is distilled and blended with pure spring water that has filtered naturally through the limestone rocks of the region to produce a vodka that has won an international reputation for its purity and taste. Grey Goose was acquired by Bacardi Limited in 2004. Keen to capitalise on Grey Goose’s renown in the US, Bacardi have since invested in turning Grey Goose in to an international super-premium brand leader.
While the differences between tastes in international markets may be subtle, the luxury goods market demands distinction and refinement, and subtle differences become the defining qualities of brands. Pentagram’s objective became to make astute interventions in the design of the packaging that maintain the integrity of the international Grey Goose brand, whilst rebalancing the appeal of Grey Goose for more international luxury tastes. Three packaging opportunities were identified: A gift box for a single bottle of Grey Goose Original, a limited edition Flavours gift pack that contains a bottle of Grey Goose Original along with taster-sized bottles of the three flavoured varieties of Grey Goose, and lastly a Grey Goose Baccarat gift box containing two limited edition Baccarat lead crystal tumblers, an aspirational package that would provide the definitive expression of the Grey Goose brand."
