Absolut Vodka reveals packaging makeover

Absolut Vodka has unveiled an updated bottle design complete with a reduced glass weight as the brand strives to “create an icon for the future”.

The new bottle boasts an updated logo, new script, new medallion design and brand signifier and is lighter in weight.

“The Absolut bottle has been iconic for several generations; not it’s time to make the next bold statement for Absolut,” commented Peder Clason, global brand strategy director for Absolut. “Our goal has been to transform an already perfect bottle to make it even better.

“We were extremely privileged to work with the very best creative within their discipline.

“The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”

The new look was designed in collaboration with Brand Union, who deployed the talents of calligrapher, Luca Barcellona and illustrator and engraver, Martin Mörck.

Each bottle is made in the village Åhus in Sweden and will be available to purchase globally by autumn/winter this year.

“Absolut is a bold, creative brand and for some time we have wanted to reignite both those aspects in our already iconic bottle design, renewing the creative expression of our most visible product,” said Caroline Mörnås, global design strategy manager for Absolut. “Through the recent redesign of our flavour range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible.

“The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way.”

There have been a multitude of bottle redesigns in recent months, as our list of the Top 10 spirits packaging makeovers shows.