A redesign brought about by the need to increase the label size and to enhance the vodka’s story. The brave idea here was to put ice and purity at the heart of the design. By lowering the branded label I was able to showcase an artistic interpretation of the ice water as previously explored by Finnish artist Tapio Wirkkala. This felt to be in keeping and maintaining the crafted artistic expression of the brand. The ice appears to flow and come alive as the bottle turns making this a captivating piece of design. There are even things hidden in the ice.