The rise in popularity of afternoon drinks inspired Diageo to create this new-to-world brand. Shady Fruit Vodka is for bottomless brunches, backyard barbecues, oceanside picnics, and lake trips. Adults between 21 and 35 are looking for an no-hassle drink they can enjoy with friends anywhere and any time. Inspired by vintage fruit boxes, this design pays homage to the old-fashioned American summer.
Contribution: label design
Creative Direction: Richard Brandt
Designed at Landor Associates