Specialising in packaging design, we love seeing how brands come together to create memorable projects, especially when we get to be a part of the design process. Working on the recent Bottlegreen x Edwards vodka collaboration, we crafted the beautiful cans that perfectly reflect both brands’ uniqueness.
We helped these two brands to tap into new audiences that might not have been possible solo. The most successful collaborations find that sweet spot where both brands’ identities are respected and enhanced, and in turn, produce a product or campaign that is exciting for consumers – their current consumers and new!
Why Collaborations Work So Well
What makes brand partnerships so appealing?
They can create a buzz and this really helps to increase brand visibility and engagement. Whether it’s a product mashup, limited-edition packaging, or a co-branded campaign, collaborations let brands step outside the ordinary and surprise their audience.
It also gives each brand the opportunity to tap into each other’s customer base, expanding their reach without having to invest huge amounts into individual marketing campaigns.
And of course, our favourite; a chance to experiment with design, messaging, and product innovations in ways that wouldn’t necessarily align with their core business.
Memorable Brand Collaborations
Here’s a few collaborations that we’ve loved to follow:
Marmite x Elton John
Marmite: famous for its “love it or hate it” personality, and this partnership with Elton John continues to bring that duality to life in a fun, playful way. For three years running, limited-edition jars have been released featuring illustrations of Elton John. The collaboration celebrates diversity and inclusivity in a way that only two British icons could. What’s especially brilliant about this campaign is how it fuels consumer desire: by planning the partnership over four years, with one final jar yet to be unveiled, collectors are eager to complete their sets, turning these jars into must-have keepsakes.
Heinz x Absolut Vodka
When Gigi Hadid went viral for her take on Penne alla Vodka, Heinz & Absolut Vodka jumped at the chance to collaborate and get on the back of this social media trend. The Heinz and Absolut limited edition Tomato Vodka Pasta Sauce is a brilliant example of how brands can be reactive and seize a partnership opportunity and we just love the label!
Supreme x Louis Vuitton
Supreme x Louis Vuitton did a stunning job at proving that streetwear and luxury could live harmoniously. Their collaboration created a cultural moment, with everything from bags to skateboards donning both brands’ logos. Two logos working together in this way and appealing to both brands’ existing customers, is a designer’s dream. Also… can I have a hoody please?!
Adidas x Lego
Trainer fans and Lego fans unite! These fun limited-edition trainers featured Lego’s iconic, colourful bricks and the iconic Adidas style. It was a playful collab, with a nostalgic nod to childhood and creativity. This is a great example of how brands can tap into the emotional connection consumers have with their favourite brands.
Coca-Cola x Stranger Things 1985
Nostalgia doing its job! To promote the release of the Netflix show’s third season, Coca-Cola re-released its infamous New Coke recipe from the 1980s. The limited-edition cans blended pop culture and product history in an exciting and clever way by putting the branding of both Stranger Things and Coca-Cola together in a simple way on the cans but of course… upside down – and then the wider marketing of this campaign did a stunning job.
Packaging Design’s Role in Brand Collaborations
As a packaging design agency, we know that packaging plays a critical role in how successful a collaboration is. When two brands come together, it’s so much more than just slapping two logos on a product. The packaging needs to tell the story of the collaboration. It has to reflect the values and aesthetics of both brands while being fresh and innovative.
For the Bottlegreen x Edwards vodka project, we made sure that the design captured the elegance of Bottlegreen’s natural flavours alongside the premium feel of Edwards vodka. What we created was a beautifully designed can that not only felt luxurious but also celebrated the individuality of both brands.
Brand collaborations allow companies to stand out and deliver something unexpected. Whether it’s a limited-edition product or a more long-term partnership, these collaborations create moments that resonate with consumers, whether that’s temporarily or for years to come.
What’s Next in Brand Collaborations?
We’re always excited to see how brands will continue to push boundaries and explore new ways to collaborate: the potential for creativity is limitless. And who knows, maybe your brand will be the next one to inspire a memorable collaboration!
