Bottles of Absolut Vodka Flavors have new graphic design

Absolut Vodka announced this week the change of all the graphic design of the bottles of flavored vodkas Absolut flavors. The traditional bottle of brand was maintained, but the entire graphic design has been redone. According to Anna Kamjou, global Director of design of Absolut, this is the most radical and transformative change made by the brand, "offering the client a visual experience ever seen".
Conventionally, a fruit-flavored vodka has the fruit image on the label. Absolut breaks this rule, using the symbolism and the sensitivity to distinguish a taste of another, bringing an artistic approach to the packaging. The new layout was created by the design team of Absolut in partnership with the Agency The Brand Union.
After playing each flavor, according to Absolut, "designers worked to transform the shapes and feelings into something contemporary and progressive". To Absolut PEAR, for example, was used the fruit association with longevity and purity, blending the fruit shape with the symbol of eternity. In Absolut Raspberri, the love and the passion are represented with the technique of expressionist play, bringing a abstract result.
According to chief designer of The Brand Union, Mattias Lindstedt, was used an aesthetic "by hand" to the project. In other words, designers have moved away from computers and pick up paper, pens and brushes.
"In 1979 the Absolut challenged the norm than a bottle of vodka should be, to create an innovative – and iconic today – design the packaging. Today we made the project of flavored vodkas, "says Jonas Tåhlin, VP of global marketing at The Absolut Company. "Our new modern, artistic and bottles are unlike any other that is the market", he concludes.