Absolut redesigns flavoured vodka range

Absolut has unveiled a new abstract expressionist design for its line of flavoured vodkas to steer away from the conventional use of fruit to depict flavour.

Absolut has taken a surreal expressionist approach to its flavoured vodka range redesign

In what’s being called one of the “most dramatic changes ever made” by Absolut, the new designs use symbolism to convey the flavour of vodka contained within each bottle.

“This is an exciting time for Absolut,” said Jonas Tåhlin, vice president of global marketing at The Absolut Company. “While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market. Artistic, modern and unlike anything else around, we believe they will reinforce our position as creative leader.”

Design agency The Brand Union were commissioned to interpret the essence of each flavour and hand drew designs to convey those ideas. Absolut Raspberri for instance features vibrant red and pink hues in a splattered paint motif, which according to The Brand Union conveys the notion of love and passion.

“The standard thinking says a fruit-flavoured vodka requires fruit imagery,” said Anna Kamjou, global design director at Absolut. “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.”

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, Absolut Wild Tea and Absolut Cilantro.