Award-Winning Brand Redesign: Smirnoff Ice

Brett Parker recently sat down with Shang Wu, Client Director, and Nei Valente, Creative Director, for Design Bridge & Partners to discuss their redesign campaign for Smirnoff Ice, which earned them a 2024 Designalytics Effectiveness Award. Wu and Valente explain recent changes in the beverage and alcohol space that influenced the redesign, the positive consumer feedback they received on the campaign, and lessons from the project that can be applied to all packaging redesign efforts. Images courtesy of Design Bridge & Partners