US-based creative firm Spring Design Partners has developed a new packaging design for the Van Gogh Vodka brand exclusively for markets across the country.

Spring Design selected French artist Joy Olney to create 16 paintings for use in the new vodka bottle design.

The paintings are displayed on the packaging and can be seen through the letterforms of the Van Gogh Vodka brand mark.  

Spring Design Partners executive creative director Ron Wong said: "The Van Gogh Vodka brand represents the spirit of expressionism and was founded on the principles of originality and individual pioneering spirit.

"It is a simple yet bold visual strategy that creates a dynamic gallery of flavours."

“In the redesign, we strive to present the brand through this filter. It is a simple yet bold visual strategy that creates a dynamic gallery of flavours that projects today's desire for a unique and memorable experience.

"We have clear objectives with this packaging update. They are: capture the millennial market and contemporise the brand for today's consumer who is focused on authenticity and experience, while ensuring the outside design of the bottle lives up to the quality of liquid on the inside."

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Van Gogh Vodka is planning to launch the new packaging in two phases over the next year.

Since 1999, the company has been producing vodka at Distillery Cooymans International facility in Tilburg, Holland.

Image: The new packaging for Van Gogh Vodka pays homage to the brand's namesake, artist Vincent Van Gogh. Photo: courtesy of Van Gogh Vodka.