Fosters Group sought to reinvigorate the karloff brand that exists in the mainstream vodka category.

The key objectives were to re-badge the brand and dial up traditional vodka cues in the glass parent to create more authenticity and build brand equity.

karloff Brand Manager Roanna Harry engaged fluiddesign to create a new masterband design, wishlist also considering application to secondary packaging and range extensions. fluiddesign were also tasked with designing the packaging of the new range of 3 x 7% karloff ready-to-drink(RTD) slimline cans. The RTD flavours are a new entry in the fast growing and highly competitive RTD segment and needed to leverage equity from the core 'glass' proposition.

"The new label on the vodka bottles perfectly captures the balance between tradidional Russian sensibilities and youthful credibility."

Bridie Commerford, Marketing Manager White Spirits & Cider - Fosters Group Limited.

The creative execution centred around making it more contemporary whilst considering brand heritage (circa 1950). The master brand design for the glass bottle was developed to brief with the little change to the first round concepts. This enabled a solid foundation to build upon, leveraging the clients crestive objectives across all primary and seconday packaging, as well as creating platform to launch range extensions in the important RTD segmant.

"The karloff master brand communicates a contempory twist on the 'heritage look' via a modern interpretation of a 'heraldic' graphic coat of arms. The brand device incorporates the traditional karloff eagle, now with the wings extended. The wordmark is centred in bring and red surrounded by a steely metallic charcoal colour diamond holding device. Details to the coints, crown and eagle gives the label more complexity, credibility and intrinsic badge value" says fluiddesign creative director Clifton Daniell.

Karloff RTD's adopt a clean, bold style with a simplified version of the master barand. The use of secondary graphics - the contemporaty interpretation of the traditional 'hammer and sickle' and 'stalinesque' mirrored heads create a strong visual link to the coins on the master brand. On the RTD's however, their use extend appeal and make them more category relevant and also help distinguish each RTD flavour variant.

"Since the new Karloff RTD flavours were launched in October 2007, we have had positive trade and consumer response to the new range. However it's a little too early to gauge the response to the new glass packaging with the relaunch taking place over christmas. We are extremely pleased with fluid;s respose to the brief. We have subsequently engaged to them to complete a brand style guide for the karloff project as well as assist us with various POS items and trade advertising executions".

Roanna harry, Brand Managet karloff - Fosters Group Limited.