The Brand Identity

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Grey Goose by Ragged Edge

Since its launch in 1997, Grey Goose has become one of the world’s leading luxury vodka brands. But that success had meant that people were saving it for very special occasions. However, with the help of London-based branding agency Ragged Edge, they are relaunching their identity globally.

The new direction is more relatable, confident and optimistic. The logotype has been redrawn to feel more contemporary, as well as complementary to the iconic lone goose symbol. The introduction of a flexible pattern system that can be dialled up or down moves the look and feel away from traditional luxury.

In collaboration with Colophon Foundry, Ragged Edge developed a set of bold bespoke typefaces that speak with an optimistic immediacy whilst reflecting the brand’s French heritage.

Drinks photography: Jason Bailey Studio

CAP Dept. by Daily Dialogue

5PM 24/7 BB by Plus Mûrs and Bureau Mirko Borsche