Absolut Introduce New Design
Absolut have stepped away from fruity packaging in their flavoured vodka range and opted for flavour depiction instead, in a move regarded by brand owner Pernod Ricard (PR) as “our biggest and most transformative design project ever.”
Absolut Raspberri and Absolut Pears will be the first to hit the UK market from this month.
According to Absolut’s Global Design Director, Anna Kamjou, the idea was to break away from the conventions that state that using fruit imagery should be used to depict fruit flavours.
“We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence – and then amplify that essence through art,” she said.
Redesign for Absolut Flavoured Vodkas
Whether it is at the back of the bar, or on the supermarket shelf, the UK’s PR Marketing Controller, Adam Boita, says that the new innovative designs should stand out and help reinforce the brand’s place as a creative leader.
It makes sense, given that Absolut Vodka has long had roots within the art world, with the product featuring in the first art ad.
The renovation was realised with the help of world-class design agency, the Brand Union, who were commissioned to come up with artistic interpretations for each fruity flavour.
Absolut Raspberri is about passion and love, illustrated through an expressionist paint-throwing design, featuring vibrant red and pink hues.
Absolut Pears is probably one of the few designs that bore some resemblance to the fruit itself. For the Brand Union, pears are about purity and longevity, so they used an abstract pear shape to signify eternity.
Meanwhile, Absolut Apeach is about romance and sweet fragility, captured through a light, hand-drawn response using light pastels.
For Absolut Apeach and the rest of the impressionist range, which includes Absolut Cilantro, Absolut Wild Tea, Absolut Gräpe, Absolut Vanilia, Absolut Cherrys, Absolut Äpple, Absolut Berri Açaí, Absolut Ruby Red and Absolut Mango, release will take place during the rest of 2013 and into next year.
According to Jonas Tåhlin, Global Marketing Vice President for the Absolut Company, put any of these bottles on the table, and you will give something for people to talk about.
Image Copyright Absolut.
