Haunting Smirnoff X1 Limited-Release Bottle
SmirnoffX1 has revealed a new limited-edition flavor for this year’s day of the dead: Spicy Tamarind Vodka. Brand design agency Vault49 delivered the campaign and packaging design, inspired by Mexican tradition.
After spending time with the Smirnoff X1 team in Mexico at the Day of the Dead celebrations, Vault49 created a concept that captured the vibrant, rich symbolism at the heart of the festivities. As well as an exciting new development for Smirnoff X1, this work also shows how Vault49 can take a long-established ritual like the Mexican Ofrenda, and reimagine it for the next generation.
“We really enjoyed immersing ourselves in the different expressions of the festival happening around Mexico, helping us to understand the multifaceted values that Day of the Dead represents," said Leigh Chandler, creative director and partner, Vault49.
“An Ofrenda is best described as a beautifully chaotic display. The intricate altar-like creations are built by families as monuments to their deceased. They are constructed from a combination of traditional decorations such as Mexican marigolds, papel picados and sugar skulls, together with objects that represent everything the deceased person loved – from foods, drinks, books to ornaments and photographs.