Absolut Vodka is making a splash with new graphics for its portfolio of flavored vodkas. The launch follows fast on the heels of the unveiling in 2021 of a new bottle for its original vodka, a project that was four years in the making and the biggest design refresh since 1979 . With its flavors line, Absolut has continued the focus on the brand's heritage, provenance, and authenticity, established in chapter one of the restaging, while adding a dash of zest. Prior to the redesign, Absolut's flavors portfolio underwent several design iterations as varieties were launched. Most recently, the line used two distinct designs: One featured a frosted bottle; the other a clear bottle with flavor-related graphics. "The previous packaging design was part of our journey to begin unifying the range through white logotypes and an artistic interpretation of the different flavors," explains Elin Furelid, Head of Product Portfolio & Innovation for Absolut. "However, at the time, the frosted style was designed to convey the freshness of our citrus range that only consisted of two flavors, Citron and Mandrin. When we launched Lime and Grapefruit a few years later, the conflicting designs became confusing for consumers as despite all of our flavors being made the same way, with natural flavors and without adding any sugar, they appeared as separate. Our ambition for the redesign is to harmonize the look and feel of the range to help consumers find and explore it more easily."
展开▼
