Intertype Studio, a London agency, has redesigned Grey Goose vodka's branding and bottle for the first time since its launch in 1997. This significant overhaul involved the core product, its flavor range, and the new premium offering, Grey Goose Altius. Global brand director Krystina Robinson emphasized the importance of evolving the brand while maintaining its French heritage. The redesign aimed to align with contemporary design codes and consumer expectations while ensuring the brand's authenticity and elegance remained intact. The new bottle design is slimmer and lighter, reducing carbon emissions by 12%. Every detail has been meticulously reworked, from the logotype, which lost its drop shadow for a more modern look, to the simplified flock of geese on the bottle. The mountain scene above the name was also updated to reflect natural water sources more accurately, moving away from a darker seascape. For Grey Goose Altius, the design reflects its high-end positioning, featuring a sculptural bottle that captures the essence of the upper atmosphere while retaining elements familiar to the brand. Since the launch of the redesign, sales have shown positive trends, indicating that the balance between honoring Grey Goose's heritage and appealing to modern consumers was successfully achieved. Robinson noted the importance of not overtly promoting the change; instead, the goal was for consumers to feel the difference in the product.