Maurice Kanbar invented one of the world’s largest vodka brands, sold it, then spent the last two decades giving his money away to worthy causes. And at 89 years old, Maurice wanted to do it one more time with his latest vodka, Blue Angel. Can you imagine starting a company for the sole reason of extending charitable giving? And can you imagine doing it at the fine old age of 89? With that backstory as our central starting point, we built the Blue Angel brand, developing nearly every piece of communication for them from scratch.
We went all in on the charitable giving direction, putting a fun spin on it so it wouldn’t sound so self-congratulatory.
The silhouette visuals were meant to represent Maurice, without requiring the 89-year-old to suffer through exhaustive photo shoots.