Smithworks Hard Seltzer Lemonade

Tapping into a new occasion

Smithworks American-Made Vodka was launched in 2016. Since then it's gained popularity by differentiating a saturated vodka market with its “made in America” roots, heartland-sourced ingredients, and a long-term partnership with Blake Shelton. To drive further growth and reach new consumers and occasions, Smithworks expanded its portfolio in 2021 with a heartland classic, Hard Seltzer Lemonade.

Embodying the same spirit consumers have come to love from the 100% American Made Vodka brand, Hard Seltzer Lemonade packaging and point of sale system strategically expands the portfolio by leveraging established brand equity and successfully bringing Americana into the seltzer category.

Inspired by letterpress and printmaking bold typography and flavor iconography were introduced to infuse a classic, hand-crafted look and feel to ensure category success while building upon the brand’s visual language.

Scope: Category and Brand Audit, Packaging, Copywriting, Art Direction, BTL Assets, Brand Style Guide
Role: Creative Director, Dragon Rouge
Design Contributors: Vivi Florez, Gabby Lequerique
BTL Video/Still Assets & Production: Motofish Studio
Renders: Lyon Visuals