Kales Roe Bread SpreadVikingfjord USA

Task The flagship vodka within the Arcus portfolio is Vikingfjord. The brand whilst being successful in Scandinavia is also growing in the USA. The task was to review the US vodka market which is totally different to that in Europe and prepare the brand for a significant push to develop the huge US opportunity. The brand had to be respectful of its Scandinavian identity although this was not part of the brief.

Solution The brand needed a ‘story’ and believable ‘hook’ and the glacial water from which Vikingfjord is produced needed more consumer emphasis. The glacier now appears on a clear back label and gives an interesting and ever changing persona for the brand and its stand out.
American research had indicated that Vikingfjord as not seen as a vodka so the relationship between vodka and the brand was made more obvious.
Careful refinement of the typography made for more stand out for the brand name and the juxta-position with the background made for exceptional stand out.