LEX was created for a new generation of ultra-premium vodka drinkers, people drawn not only to purity and craft, but to originality, expression and point of view. Nemiroff challenged HWE to give the brand a more contemporary cultural presence and create desire around a vodka from Ukraine that already possessed extraordinary quality, but needed a more distinctive way to be seen. The opportunity was not simply to launch another luxury spirit. It was to reframe how ultra-premium vodka could behave, feel and speak.