Category Focus>Luxury

A look at the latest in luxury packaging

Packaging for a Premium Positioning
Aligning with the new premium brand positioning of “simply better rum”, revamped packaging for Cruzan was designed to attract a more sophisticated, discerning consumer. A distinct, handcrafted iconic crest, inspired by the Nelthropp family coat of arms that’s engraved into the wall of the distillery, gives the brand a sense of authority. The bottle’s broad shoulders, contoured to work in harmony with the crest, convey a sense of pride. (Package design: Dragon Rouge,

Intense Taste, Powerful Design
Absolut 100 is a new 100 proof version of the famous Swedish vodka; the name is derived from the vodka’s quality. A powerfully sleek design uses a minimal, masculine color palette of semi-opaque black glass with chrome silver typography contrasted with subdued grey lettering. The approach conveys strength through masculinity, ensuring there is no confusion with the many flavored vodkas on the market. (Package design: Pearlfisher,
A Dash of Decadence
Redesigned packaging for Godiva’s signature biscuits, coffee and cocoa collection is based on visual language created to evoke the products’ decadent essence. The new packaging has a look that works across the line while allowing each product to have its own distinctive character. A lockup housing the Godiva logo and product name creates a sense of a brand within a brand. (Package design: Bonfilio Design,

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

BRANDPackaging Magazine

april brandpackaging

April 2015

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight