For 17 years, the world’s biggest cocktail brand had left the design of its 43 products largely untouched. It was time to refresh and reorganise the range, to modernise its look, and to enhance its authority on the shelf, without losing the connection with its two core audiences – the consumer and the bartender. A new 3D revolutionary redesign resulted in a bottle with pronounced shoulders and modern, clean embossed details. To enhance the proud appearance, the logo has been cleaned up, while the label has been reduced in size and lifted.