Sedley Place has been collaborating with Roust’s Design Team to evolve Russian Standard Original in response to market factors and changing consumer perceptions.
Russian Standard has seen significant growth in sales volume over recent years, and has become the second largest vodka brand in the UK, but the brand hasn’t launched new, more contemporary packaging since its last refresh in 2012 to accompany this growth.
A multi-faceted solution
Working with Guala Closures a unique new cap was designed which features a fully embossed version of the Russian Standard pattern, top and side foiling and a more modern rendition of St Petersburg’s city crest (the home of the brand).
The bottle has been made taller and thinner than the current bottle, to provide a slimmer and more athletic appearance. Its embossing feature has been streamlined and refined and a brighter and more frosted bottle coating introduced to enhance one of the brand’s signature features while improving its transparency.
For Sedley Place, the project has been an interesting opportunity to get under the skin of a new brand and work collaboratively with the Roust Design Team. “We really enjoyed diving deep into the Russian Standard brand and working with Roust on the project. As with all projects which are evolutionary rather than revolutionary the challenge was to understand what to retain and what to develop or change. Our collective solution really addresses the objectives of the brief,” says Giles Calver, Sedley Place’s planning director.