Smirnoff

Led the design direction for Smirnoff’s brand reimagination with one ambition: make an icon iconic again. The approach was rooted in radical simplicity: a refined color palette, stripped-back typography, a simplified logo, and the bottle as the undeniable hero. While competitors increasingly borrow from luxury fragrance aesthetics, we brought Smirnoff back to its essence: vodka. Ice-cold, irresistible, and ready to drink. Frosted textures, dynamic perspectives, and bold compositions give the bottle a powerful, instantly recognizable presence. Leveraging generative AI, I developed a distinctive visual language and brought the full campaign to life, balancing appetite appeal with iconic simplicity.