This high impact metallic effect has been achieved by gravure printing onto high shrink PET. The combination of a variety of different silvers has enabled Decorative Sleeves to closely match the colour of the bottle closure, while a sophisticated high lustre silver has been used to differentiate the label area on the front of the pack from the overall background colour.

Other design features include the traditional and instantly recognisable Smirnoff branding and a vibrantly coloured rosette at the base of the sleeve to distinguish the various cocktails in the range – Green Appletini, Caipiroska and Cape Codder. Full product information is included on the rear.

The sleeves are shrunk onto 70cl glass bottles by steam. Decorative Sleeves’ technical expertise has ensured that no ink concentration occurs on the sleeves to create a uniform metallic appearance, while precise predistortion maintains the accuracy of appearance of the distinctive Smirnoff ‘eyebrow’ logo.

The Signatures range is being launched by Moet Hennessy Diageo France following the products’ initial introduction in the USA. In another example of its ability to manage international projects, Decorative Sleeves liaised with the American designer and Italian filler in bringing the new pack to market.

The project also demonstrates Decorative Sleeves’ long-standing and close working relationship with Diageo, as the sleeve producer liaised with the customer’s Brand Development Centre in Bishop Stortford from the start of the development process before decisions as to where the new product would be produced had been finalised. Thanks to Decorative Sleeves’ in-house proofing facility, sleeve mock-ups on bottles could be quickly prepared for fast response and approval.

“This is an exciting addition to the Smirnoff range and we therefore needed packaging that would create the necessary impact,” comments Aymeric De Maistre, Smirnoff Marketing Manager. “Decorative Sleeves has once again proved its ability to deliver technically challenging sleeves that meet precise brand objectives.”