| Title | CONTEMPORARY FLAVORS |
| Brand | THE ABSOLUT COMPANY |
| Product/Service | PACKAGING DESIGN |
| Category |
D02. DRINKS |
|
Entrant Company
|
BRAND UNION Stockholm, SWEDEN
|
|
Advertising Agency
|
BRAND UNION Stockholm, SWEDEN
|
|
Production Company
|
NO PICNIC Stockholm, SWEDEN
|
Credits
| Jonas Andersson |
Brand Union |
Executive Client Director |
| Mattias Lindstedt |
Brand Union |
Executive Design Director |
| Ted Carlström |
Brand Union |
Client Director |
| Camilla Sand |
Brand Union |
Head Of Account Management/Senior Client Manager |
| Dag Forsberg |
Brand Union |
Designer |
| Jesper Klarin |
Brand Union |
Design Director |
| Björn Norrlander |
Brand Union |
Junior Designer |
| Carl Ålenius |
Brad Union |
Junior Designer |
| Erik Undéhn |
Agent Sylvie |
Photographer |
Brief Explanation
We asked ourselves; can we use the creative heritage of Absolut to bring an artistic approach when re-designing the entire flavor range?
The Brief
Absolut Contemporary Flavors - Celebrating the fact that every flavor is something extraordinary. To update Absolut’s iconic flavor portfolio, to make it contemporary, attractive and relevant for today’s consumer. In short, they asked us to create their biggest and most transformative design project ever.
How the final design was conceived
The category thinking says that a fruit-flavored 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 flavor’s core essence — and then amplified that essence through art. We brought a ‘by-hand’ aesthetic to the project by stepping away from our computers, picking up papers, pens and brushes, and setting out to communicate, not a flavor per se, but the energy behind each flavor.
Indication of how successful the outcome was in the market
The result, 12 vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavor in the Absolut Vodka range is something extraordinary.