The Dieline Awards 2014: Spirits, 2nd Place – Absolut Flavoured Portfolio Redesign
"The Absolut Company states that this is the most dramatic change ever made, and our biggest and most transformative design project ever. The goal was to give the Absolut customers distinctive designs that are unlike anything anyone 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. The category thinking says that a fruit-flavoured vodka requires a picture of the fruit on the bottle. We wanted to break that convention. Instead we reached into the symbolism and myths tied to the ingredients to find each flavour’s core essence — and then amplified that essence through art. After interpreting each flavour’s core essence, the designers worked to bring these notions alive artistically. We brought a ‘by-hand’ aesthetic to the project by stepping away from our computers, picking up paper, pens and brushes, and setting out to communicate, not a flavour per se, but the energy behind each flavor."
Designed by Brand Union Stockholm