Showing posts with label absolut. Show all posts
Showing posts with label absolut. Show all posts

Absolut Redesigns Their Vodka Bottles To Communicate The Energy Behind The Flavors.

The Absolut Company has given many of their flavored range of vodkas a design overhaul. The re-designed bottles include Absolut Apeach, Absolut Pears, Absolut Raspberri, Absolut Vanilia, Absolut Mango, Absolut Ruby Red, Absolut Berri Açaí, Absolut Äpple, Absolut Cherrys, Absolut Gräpe, and Absolut Wild Tea. Last year, Absolut re-designed its classic flavours Absolut Peppar, Absolut Citron, Absolut Kurant and Absolut Mandrin.

Their press release does not mention re-designing the following flavored vodkas, some of which were just launched this year: Absolut Hibiskus, Absolut Cilantro, Absolut Orient Apple, Absolut Grapevine, Absolut Cherrykran whose present bottles are shown below:

The press release:
Absolut is proud to announce striking new designs for its entire range of flavoured vodkas. True to the brand’s creative heritage, the vibrant new designs bypass design conventions to artistically express the core essence of the flavours in the Absolut Vodka 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.”

Bringing an artistic approach to the redesign of its flavour range makes sense for a company with deep roots in the art world. Since 1985, when the Absolut Vodka bottle appeared in the first art ad, Absolut has been making art part of its consumers’ experience. “Absolut has long challenged conventions through creativity,” says Kamjou. “This across-the-board redesign is another example of the brand’s originality and boldness.”

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, for example, 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.

“Already back in 1979 Absolut challenged the norm of what vodka should look like with an innovative – and today iconic – bottle design. Today we transform the design of flavoured vodka,” says Jonas Tåhlin, VP Global Marketing at The Absolut Company.”Our new bottles are modern, artistic and unlike anything else on the market. Put any one of them on the table, and it instantly becomes something to talk about.”

Global Design Director: Anna Kamjou / The Absolut Company
Global Design Manager: Caroline Mörnås / The Absolut Company
Design Agency: The Brand Union
Creative Director: Mattias Lindstedt
Executive Strategy Director: Jonas Andersson

images courtesy of Absolut Company

Absolut Exposure Puts Model Lydia Hearst Shot by Johan Renck On 3 Bottles In A Unique Traveler’s Exclusive Limited Edition.

above: image of Lydia Hearst by Johan Renck, courtesy of her twitter feed

The press release:
A unique Traveler’s Exclusive limited edition flavor celebrating the arts of photography and illusion, in creative collaboration with visionary artist Johan Renck.

On the eve of 22 October it was introduced for the first time at a glamorous sneak preview cocktail at Restaurant New York New York in Cannes — ABSOLUT EXPOSURE, the new eagerly anticipated and sensational Traveler’s Exclusive limited edition flavor from the world’s leading premium vodka brand.

ABSOLUT has pioneered the market with its previous Traveler’s Exclusive limited edition launches. ABSOLUT EXPOSURE crosses new boundaries. A new-generation flavor crafted with honey melon and lemongrass, ABSOLUT EXPOSURE is presented in a bottle with an innovative and groundbreaking technique of incorporating photography — for the first time — in bottle printing, with stunning result.

”We’re thrilled about the ABSOLUT EXPOSURE launch,” says Anders Olsson, Director of The Absolut Company Global Travel Retail. ”Both the product itself, the packaging and the campaign represents some of our core brand values — premiumness, innovation and cutting edge creativity. For a frontline brand as ABSOLUT, it’s all about constantly pushing boundaries. This launch is also yet another tribute to the brand building qualities of our global duty free/travel retail market and a proud successor of our previous groundbreaking Traveler’s Exclusive launches.”

Visionary Swedish director, photographer and artist Johan Renck has photographed actress and supermodel Lydia Hearst guised in a number of different ”personas”. Three of these characters — called Carter, Trojan and Dimitty — were selected to illustrate the multifaceted nature of every individual, adding diversity to the product offer as well as an intriguing illusory effect to store displays. By purchasing all three bottles, the consumer acquires an instant ABSOLUT limited edition collection. In addition to the images of Lydia Hearst, the bottle décor also features a bowler hat (a trademark of Johan Renck) and hands ”holding” the image, symbolizing the dual role of the artist — powerful in presence yet invisible in the work of art itself.

above: Instagram image courtesy of Lydia Hearst (that's Johan Renck with the bowler on)

”That’s the complex and schizophrenic nature of the photographic medium — being the observer, a voyeur, yet ultimately commanding the position of deciding what reality or perception of reality to project,” says Johan Renck.

ABSOLUT EXPOSURE will be launched throughout the global duty free/travel retail market in January 2013. ABSOLUT EXPOSURE will be supported by a powerful and innovative marketing campaign in all available media, including unique in-store brand installations.

Absolut Vodka Goes Couture With Their Limited Edition Crystal Pinstripe Bottles.

Following the success of their partnership in 2010 (the rock crystal cut Absolut bottle shown below), Swedish labels ABSOLUT VODKA and design duo Skogsberg&Smart have teamed up once again to create the next generation of their much publicized new limited edition crystal bottles crafted by centuries old Swedish glassmaker Reijmyre .

Last year's collaboration:

above: The first collaboration between Absolut and Skogsberg&Smart yielded the above limited edition crystal decanter crafted by Reijmyre in 2010

The new 2011 hand-blown, hand-cut and hand-engraved bottle design, the 'Pinstripe Bottle', is inspired by the heritage of Savile Row's iconic pinstripe tailoring.

The bottle, which comes in clear crystal or black crystal, is presented in an exclusive handmade treasure chest along with two matching tumblers. Each one is numbered and signed by the master crafter following approval.

Only 800 of the clear crystal bottles and a very limited number of the black crystal bottles -only 10- have been made and are priced at $1500 and $10,000 respectively.

The Black Crystal Pinstripe Bottle:

The Crystal Pinstripe Bottle:

photos by Pelle Bergström.

The limited edition bottles are presented in the pin-striped, fabric-lined and clad box with two matching crystal tumblers:

The exquisite set is available around the globe at selected airport duty-free stores and luxury retailers.

images courtesy of, ihavey luxury blog and Skogsberg & Smart

Trade in An Old Habit for a New One

With the introduction of Absolut's Pear Vodka comes a fun series of videos encouraging you to get rid of an old habit by blowing it up.

Whether you're addicted to Caffeine or Shoes (or as in my case, both), the videos are a fun visceral way to introduce this product.

Drink and Shoot. Absolut Lomo.

Absolut Vodka is inviting people to upload their interpretation of AbsolutLomo, taken I assume, with a lomo camera. With an online gallery of submissions, you can see that Vodka mixes well with photography.

Click here to visit the site.

You'll be inspired to run out, buy some Absolut and shoot.

C'mon people, it's only a dollar.