Absolut reveals new designs

Absolut has revealed new designs for its range of flavoured vodka’s including Absolut Apeach, Absolut Pears and Absolut Raspberri. Anna Kamjou, Global Design Director at Absolut comments, “This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever. Our goal was to give our customers distinctive designs that are unlike anything one has ever seen.” “Vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavour in the Absolut Vodka range is something extraordinary.” She continued, “The standard thinking says a fruit-flavoured vodka requires fruit imagery. We wanted to break that convention. 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.”
Says Mattias Lindstedt, lead designer from design agency The Brand Union, “We stepped away from our computers, grabbed paper, pens and brushes, and – following the long tradition of Swedish design and craftsmanship – set out to communicate not a flavour per se, but the core essence behind each flavour. And to do so in a quintessential Absolut way, under one harmonising idea.”