United States   |  2022

MUSE Design Awards Gold Winner

Ciroc Summer Citrus

Entrant Company

forceMAJEURE Design

Category

Packaging Design

Client's Name

Diageo

Sub-Category

Limited Edition

Over years of the Brand’s maturity, Cîroc has become a mogul of innovation and flavor exploration within the Premium Vodka industry. Cîroc Pomegranate — their Fall & Winter flavor of 2021 —is the perfect seasonal flavor; our job was to visually communicate the beauty and elegance of this product. For the inception of Cîroc’s new winter flavored vodka, we designed an unassuming yet impactful impression on Pomegranate, leaning into Cîroc’s iconic orb, which draws a unique parallel with the shape and color of the pomegranate. In addition, we complemented the in-store presence of Cîroc Pomegranate with an out-of-store campaign that painted the emotional and energetic picture of how the vodka extends beyond a mere liquid – Pomegranate is a celebration of ourselves. As Cîroc continues to define itself as a fashion and lifestyle brand within luxury spirits, the out-of-store campaign identity fits the perfect mold of this bold transition. The bottle’s frosted burgundy structure contrasts with a shiny metalized orb that effortlessly blends in with the glass while standing out as the eye-catching feature of the bottle. This contrast was a vital balance between emulating a pure nod to the fruit itself and maintaining the premium nature of Cîroc Vodka. The bottle’s two blends of deep red are tied together with an elegant gold script, showcasing the flavor and branding, which was a subtle winter seasonal cue. All elements enable this bottle to stand in its universe on-shelf, drawing interest and attention away from the competition. To highlight the excitement and energy of Cîroc Pomegranate, we spearheaded a lifestyle, photo, and video, shoot that tied the communication together with a vibrant and diverse youthful atmosphere, defining the style of Cîroc Pomegranate. The tension between luxury, decadence and a trendsetting generation resulted in a stunning portrayal of what it can feel like to have the Pomegranate experience. Through static and video assets that we captured, the Pomegranate ‘state-of-mind’ will be seen across many platforms, including out-of-home, in-store, on-premises, digital, social, and even experiential.

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