Four years in the making, Joss Vodka has finally made its debut in packaging that reflects the contents’ quality. Meaning, “to be merry and fair,” Joss was created to appeal to young professionals between the ages of 24 and 35 as a simple, yet stylish beverage. “These are people who enjoy mixed drinks and are now earning enough money to upgrade from the well vodkas of their college days,” says Clint Runge, creative director at Archrival. The bottle’s thick glass and bold, red label also aid in brand awareness.
PACKAGE DESIGN AND BRANDING