Swedish vodka brand Absolut has released new designs for its entire range of flavoured vodkas, artistically expressing the core essence of each flavour. The re-designed bottles include Absolut Apeach, Absolut Pears, Absolut Raspberri, Absolut Vanilia, Absolut Mango, Absolut Ruby Red, Absolut Berri Açaí, Absolut Äpple, Absolut Cherry, Absolut Gräpe, Absolut Wild Tea and Absolut Cilantro. Last year, Absolut re-designed its classic flavours Absolut Peppar, Absolut Citron, Absolut Kurant and Absolut Mandrin.
After interpreting each flavour’s core essence, the designers worked to bring these notions alive artistically. They followed a long tradition of Swedish design and craftsmanship, and brought a ‘by-hand’ aesthetic to the project. That is to say, they stepped away from their computers, took up paper, pens and brushes, and set out to communicate not a flavour per se, but the energy behind each flavour.
With Absolut Apeach soft pastels and a light hand-drawn gesture were used to capture the fruit’s evanescent, sweet fragility and convey a sense of romance.
The design for Absolut Pears began with the fruit’s symbolic association with longevity and purity, and arrived at an abstract pear shape resembling the symbol for eternity.
For Absolut Raspberri, the emotion of love and passion is intensified through the abstract expressionist technique of throwing paint. The same artistic process was repeated across the range.
“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,” says Anna Kamjou, Global Design Director at Absolut. “The standard thinking says a fruit-flavoured vodka requires a picture of the fruit on the bottle. 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.”
The Redesign was developed by Absolut Company global design director Anna Kamjou, global design manager Caroline Mörnås, working with design agency The Brand Union creative director Mattias Lindstedt, executive strategy director Jonas Andersson.