Package Design - April 2013 - 32

FIELD NOTES

Shapely Spirit
Distinctive bottle for
vodka aims to be a
conversation starter.

THE PRODUCT
Billed as the world’s first
tingling spirit, Anestasia Vodka debuted
in dramatic packaging that was designed to be as stimulating as carbonated liquor itself.
Anestasia is hand crafted in Bend, OR, where it’s five times filtered through charcoal
and crushed volcanic rock as well as five times distilled. To add to the spirit’s smooth
taste is a carbonated formula, Numbrands, which owns Anestasia Vodka, says reduces
the alcohol’s bitterness.
Numbrands tapped designer Karim Rashid to create the distinctive bottle. “Rashid is
one of the most prolific designers of our generation,” Kyle Calian of Numbrands Inc. says.
“His designs include but are not limited to luxury goods for Christofle, Veuve Clicquot,
Bombay Gin, Alessi, Swarovski, Prada, Umbra and Bobble; furniture for BoConcept and
Vondom; lighting for Artemide and Fabbian; high tech products for Asus and Samsung;
as well as brand identity for Citibank and Sony Ericsson and packaging for Method,
Kenzo and Hugo Boss.”
The high clarity of the glass bottle, created by European glass blower Bruni Glass,
conveys the vodka’s purity message in a visual instead of literal way. But did this
packaging say sophisticated cool to designers or leave them cold?

THE VERDICT
Sculpted like a faceted shard of ice—
what could be more appropriate for
vodka?—the crystalline Italian glass
bottle effectively differentiates from
conventional vodkas and mightily reinforces the ultra-premium positioning.
Another outstanding design solution
from Karim Rashid that engages and
delights.
Jack Kellbach, design management consultant

At first glance, the distinctive structural
design seems almost over the top, but
then that’s part of the conversationstirring effect of this brand. My favorite
feature is how the bottle shape pushes
32

april 2013

neighboring bottles apart, creating an
eye-catching break in the shelf lineup.
This forms a cushion of quiet space
between Anestasia and its competitors.
Steve Beckman, vice president of design
at Think Eighty Twenty

One aspect of the package that I find
appealing is that its angular, asymmetrical design has a unique visual perspective no matter what viewpoint is taken.
If Superman was a tippler, this bottle
would fit right in at his “Fortress of
Solitude.” PD
David Rotoloni, freelance creative director

Want to have your package design
highlighted in this column or
comment on future, spotlighted package
designs? Contact Linda Casey at
linda.casey@stmediagroup.com and type
“Field Notes” in the email subject line.

Package Design - April 2013

Table of Contents for the Digital Edition of Package Design - April 2013