Absolut Launches Artistic Redesign of Flavored Vodka Range
Each Flavor Gets Abstract Design, Courtesy of the Brand Union
Published on August 13, 2013.
Absolut and The Brand Union come together to redesign the vodka brand's entire range of flavored drinks. The redesigns, which can all be seen below, eschew traditional notions of using a fruit to signify a fruit flavor, instead playing up symbolism and myths for each flavor's essence. Peach, for example, gets soft pastels and hand-drawing, while Pears draws upon the fruit's association with purity and a long life, and delivers a pear shape that doubles up as the symbol for "eternity."
Absolut's intrinsically artsy approach isn't a new one. The brand recently partnered with artists in Brooklyn to redesign a street in that NYC borough and famously created millions of unique bottles with unique package designs to promote its newest vodka flavor, "Unique."