drukujLuscious art work. Artistic Absolut vodka bottles
Peach, pear, raspberry, vanilla, mango, ruby red, acai berries, apples, cherries, grape, wild tea and cilantro – these are new Absolut muses. The packaging of these flavored vodka types turned out to be individual art works, creations of human imagination, crafted without state-of-the-art graphic software.
Absolut brand sets the trends in packaging industry since 1979 when they introduced the innovative bottle design which turned out to be its symbol. Now the time came for a redesign.
The brand decided to change its well known bottle image by replacing the label with striking artistic fruit imitation or rather the emotions that are associated with it. This way consumers can differentiate various flavors. “This is one of the most dramatic changes we have ever made and our biggest and most transformative design project ever”, added Anna Kamjou, Global Design Director at Absolut: “The standard thinking says a fruit-flavored vodka requires a picture of the fruit on the bottle. We wanted to break that convention. We asked our team to reach into the symbolism and myths tied to the ingredients and amplify that essence through art”.
Cuffs up
In the end the design team focused on finding the core element of each flavor and presenting it in an artistic way. Each bottle was crafted in traditional way: designers literally stepped away from their computers, took up the cuffs and grabbed brushes with paint. The effect of their work is not a photographic reproduction of the fruit, but rather a lively image resulting from expressionist technique of throwing paint. The graphic was later applied on the glass by silk screen technology. “Our new bottles are modern, artistic and unlike anything else on the market. Put any of them on the table and it instantly becomes something to talk about”, summarized Jonas Tåhlin, VP Global Marketing at Absolut Company.
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It protects, expands the expiry date, persuades. Packaging. Influenced by an intriguing design, often we decide to buy something on impulse, that wasn’t to be found on our shopping list. We are tempted by their beautiful forms, intrigued by embossed printing made by innovative, cutting-edge technology and by the use of unusual materials.