Premium and ultra-premium brands have been important drivers in the growing vodka category. As Sam’s Club, one of the largest membership-only warehouse club retailers in the U.S., seeks long-term growth, it is investigating opportunities in various categories and looking to create proprietary brands that drive club member loyalty.

Sam’s Club turned to Dragon Rouge to develop the image for a premium vodka brand that would appeal to consumers looking for finest quality luxuries for everyday enjoyment.

Dragon Rouge created a new brand identity for Rue 33, built around the concept of a,‘French premier grand cru vodka’. The packaging mixes recognizable design cues from the premium vodka category (frosted background and see through effect) and from the wine category (featuring a line of poplars, a traditional iconic representation of wine estates) to reflect the contemporary elegance and charm of the spirit, while subtly referencing the imported heritage of the product. The ultra-premium Rue 33’s was created for Member’s Mark, a Sam’s Club brand known for premium quality and exceptional value. “The Rue 33 signature identity was created to reflect authenticity, personal craftsmanship and sophistication associated with vodka making; a cool blue glow combines with the red of the brand and the white highlights on the trees to reinforce the French heritage.”