Since its launch in 1997, Grey Goose had set a new standard for vodka. But as a luxury product, people were saving it for very special occasions. This year, a global relaunch invited people to live like they’re the special occasion.
Our job was to redesign the brand’s iconic identity. More relatable. More confident. More joyful.
Identity creation, brand guardianship, implementation.
The new identity is a statement of intent for our new approach. A bold step forward that will help us build a more authentic, relatable connection with our audience. It's a testament to Ragged Edge's restless determination to push this iconic brand as far as it can go.
A more confident logotype
We needed a bold statement. So we started by redrawing the logotype from scratch – the biggest change to the brand’s identity since its launch in 1997. Shown here on a limited edition bottle, the bespoke type is more contemporary, with just a hint of swagger. The perfect complement to the iconic lone goose symbol.
From exclusive to inclusive
To change how people felt about Grey Goose, we needed to move away from traditional luxury codes. So we set out to build a flexible identity full of optimism. A striking pattern that can be dialled up or down. A set of secondary colours as bright as they are unexpected. A bolder set of bespoke typefaces to allow Grey Goose to speak with more immediacy. And an optimistic tone of voice that lets the brand’s character shine.
Everything they do – from global campaigns right through to the design of a cocktail menu – is underpinned with solid strategic insight and a painstaking attention to detail. They're a joy to work with and I consider them an integral part of our team.
Eleven years in the making
The new identity is the latest project in an eleven-year partnership. Over the course of that period, we’ve helped Grey Goose redefine the way people think about vodka. We’ve worked on everything from the world’s biggest trade advocacy campaign – Vive! – right through to award-winning global campaigns, packaging, content, experiences and environments.
Most importantly, we’ve worked with a range of inspirational people, from direct clients to other agency partners, all of whom share a restless hunger to deliver work that pushes the boundaries of what’s possible.
I love working with these guys! They’ve been absolutely fundamental to the extraordinary things we've done as a brand over the past decade. Their thinking and execution is consistently world-class.