A Bold Twist: Bacardi Breezer's Limited Edition Spirits

Interbrand Shanghai's Vibrant Design Captures the Essence of Fruit and Femininity

The design inspiration stems from the spontaneous and playful interaction with fruits, a theme relevant to the drinks category. Each action, whether it's slicing a lemon or squishing a peach, is given a unique twist that pays homage to the female audience. The bottles tell individual stories, each reflecting an edgy, bold, and vibrant attitude that pushes boundaries.

What sets this design apart is its shelf impact, achieved through the use of vibrant colors and unique fruit-relevant illustrations. The typography amplifies the individuality and daring attitudes of the target audience, satisfying both the drink category and a market bold enough to generate buzz for the first-ever limited edition in China.

The design realization technology involved printing on plastic shrink wrap around a glass bottle. The specifications of the design are a height of 217mm x diameter of 58mm, holding 275ML. The design tags include 'Interbrand', 'Bacardi', 'Breezer', 'Spirits', 'Limited Edition', 'Real', 'Bold with thoughts', and 'Twist'.

The design team, led by Executive Creative Director René Chen and Associate Creative Director Yolanda Tang, faced the challenge of keeping the design uniquely true to the essence of each flavor while remaining relevant to the young female audience. The core idea was to reflect the brand's bold, irrepressible, vibrant, and real characteristics.

The project, which started in July 2013 in Shanghai and ended in January 2014, was launched during Chinese New Year in February 2014. The limited edition was an immediate success, with 100,000 units sold out in first-tier cities during the Chinese New Year period. A re-production of 20,000 units was planned due to the overwhelming response.

The design was awarded Platinum in A' Packaging Design Award in 2014, recognizing its world-class, exceptional, and highly innovative design that showcases unmatched professionalism, genius, and contributes to societal wellbeing. This award is given to designs that advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and making the world a better place.