LITTLE BLACK DRESS VODKA

IDENTITY, PACKAGING, AND CAMPAIGN CREATIVE GUIDANCE

The problem we were trying to address for her: She doesn't have a vodka to drink that's cool with her being her—the nice, the naughty, the real her. Our version of real is not about making her cry, or shaking her fist in rage. Our version of real is to acknowledge both sides, all sides of her—to make her smile—to herself. The approach led us down of path of exploration of identity, conceptual packaging, and launch campaign ideation.