“I’m thrilled to be partnering with Belvedere on championing positivity and charting a path for a Beautiful Future.”
By Janelle Monáe
Behind the Label
- THE COLLABORATION
- A BEAUTIFUL FUTURE
- THE BOTTLE
Belvedere x Janelle Monáe
Belvedere and Monáe share an understanding of the importance of authenticity, craftsmanship and integrity as key pillars of success in business. Belvedere, which translates to “a place from which one sees beauty,” was created by a collective of determined and optimistic individuals at the fall of the communist era in Poland, who have since worked tirelessly to create a vodka of taste and character.
Meanwhile, Monáe, whose own artistic journey reflects a similar determination, leads the multi-faceted collective of artists at Wondaland, which features a breadth of voices, styles, and figures coming together to revolutionize the future of music, arts and culture. This collaboration is a convergence of shared beliefs: optimism and the power of the we not me to bridge divides and make the world a more positive place.
A BEAUTIFUL FUTURE
The narrative for “A Beautiful Future” builds on the program which kicked off last year when Belvedere and Monáe hosted a brunch for Monáe’s grassroots movement, Fem the Future, a movement dedicated to advancing awareness and opportunities for women and those who identify as women through music, arts, mentorship and education. Following, a social media campaign asked consumers to define what “A Beautiful Future” looks like to them. Responses included optimistic messages of diversity, self-expression, inclusion and empowerment.
A Beautiful Future
The metallic collage design, with an aesthetic aimed to peel back layers and reveal the beauty within, illustrates the multifaceted character of both Monáe and Belvedere. The final punctuation is the phrase “Beautiful Future,” a nod to Monáe and Belvedere’s shared vison of a future where diversity, self-expression and inclusion are celebrated.