FDBusiness.com

Absolut Introduce New Design

 Breaking News
  • Glanbia’s Strategic Evolution Continues Glanbia, the global nutrition group, has reported a 7% rise in wholly owned revenue from continuing operations to €2.387 billion (up 9.2% constant currency) for the financial year ended 30 December 2017. The drivers of this revenue growth were a 5.3% improvement in volume, a 0.2% increase in price and a 3.7% contribution from acquisitions. [...]...
  • Green Light For Acquisition of Bake & Co by Dr Oetker The European Commission has approved, under the EU Merger Regulation, the acquisition of Bake & Co of Belgium by Dr Oetker of Germany. Bake & Co supplies frozen bakery products sold as ‘bake-off’ to retail and food service customers. Dr Oetker is active in the supply of food products, alcoholic and non-alcoholic beverages, specialty phosphates, [...]...
  • Harrogate Water Announces Move to Recycled PET Plastic In a landmark move towards achieving a circular economy, Harrogate Water, Britain’s oldest bottled water brand, has announced it has successfully secured sufficient availability of recycled PET (rPET), to ensure all product shall contain 50 per cent recycled content from April 2018. The amount of recycled PET content, all guaranteed UK post-consumer supply, will match that [...]...
  • Meyn Introduces New Meyn Vent Cutter 240 For Vent Drilling at High Speeds The new Vent cutter 240 has been designed to operate at high speeds, up to 13,500 bph without sacrificing accuracy or adding yield loss. Optimal positioning of the bird relative to the vent knife before and during drilling ensures the most optimal cut independent of the weight ranges that are processed. The machine ensures consistently low [...]...
  • Arla Foods Achieves Record Organic Revenue Growth in 2017 Strong performances by Arla Foods’ global brands, its international markets, and the ingredients business ensured a year of high growth for international dairy co-operative Arla Foods in 2017, as it delivered a 27.4% increase in pre-paid milk price to its farmer owners, and a net profit of 2.8% of revenue within its target range. This was [...]...

Absolut Introduce New Design

August 10
14:04 2013

Absolut Favoured Vodka RedesignAbsolut have stepped away from fruity packaging in their flavoured vodka range and opted for flavour depiction instead, in a move regarded by brand owner Pernod Ricard (PR) as “our biggest and most transformative design project ever.”

Absolut Raspberri and Absolut Pears will be the first to hit the UK market from this month.

According to Absolut’s Global Design Director, Anna Kamjou, the idea was to break away from the conventions that state that using fruit imagery should be used to depict fruit flavours.

“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,” she said.

Redesign for Absolut Flavoured Vodkas

Whether it is at the back of the bar, or on the supermarket shelf, the UK’s PR Marketing Controller, Adam Boita, says that the new innovative designs should stand out and help reinforce the brand’s place as a creative leader.

It makes sense, given that Absolut Vodka has long had roots within the art world, with the product featuring in the first art ad.

The renovation was realised with the help of world-class design agency, the Brand Union, who were commissioned to come up with artistic interpretations for each fruity flavour.

Absolut Raspberri is about passion and love, illustrated through an expressionist paint-throwing design, featuring vibrant red and pink hues.

Absolut Pears is probably one of the few designs that bore some resemblance to the fruit itself. For the Brand Union, pears are about purity and longevity, so they used an abstract pear shape to signify eternity.

Meanwhile, Absolut Apeach is about romance and sweet fragility, captured through a light, hand-drawn response using light pastels.

For Absolut Apeach and the rest of the impressionist range, which includes Absolut Cilantro, Absolut Wild Tea, Absolut Gräpe, Absolut Vanilia, Absolut Cherrys, Absolut Äpple, Absolut Berri Açaí, Absolut Ruby Red and Absolut Mango, release will take place during the rest of 2013 and into next year.

According to Jonas Tåhlin, Global Marketing Vice President for the Absolut Company, put any of these bottles on the table, and you will give something for people to talk about.

Image Copyright Absolut.

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • February 25, 2018fish international
  • February 27, 2018Warsaw Gastro Show
  • February 27, 2018Int'l Food Fair
  • February 28, 2018GAST
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements