Smirnoff enters Colombia with a new flavour — Lulo. The ad campaign suggests looking at Lulo as a pre-drink before the main event, “raise a glass to the night ahead.” “La Previa” is the place where the night begins, where we wish to be at this moment. During the first stages of the design layout process, we put an emphasis on the cross from the bottle label, as if to mark the location of “La Previa”. The concept then changed to that of the Spirit of Colombia and incorporating mural art.