Absolut Vodka has long been known for their artistic leanings, with print advertising regularly featuring iconic art collaborations. Now, the bottle itself is getting an artsy makeover – at least for the flavored range. Absolut revealed redesigned packaging for its line of fruit-flavored vodkas, and each design is an artistic interpretation of fruit.
Usually, fruit liquor branding involves an image of the fruit, but for the rebrand, Absolut wanted to take a more abstract approach. Says Anna Kamjou, Global Design Director at Absolut:
The standard thinking says a fruit-flavored vodka requires a picture of the fruit on the bot- tle. 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.
Artists reinterpreted the fruit using traditional art methods – paintbrush and paint, pen and paper - instead of a computer, which is the most prolific tool used in design these days. The result is designs that have a painterly, hand-crafted effect, giving them a sense of individuality and uniqueness.
The redesign was helmed by The Brand Union in Stockholm. The new bottles have been gracing shelves internationally since June 2013.
Check out the rebranded bottles in the gallery below: