FDBusiness.com

Absolut Introduce New Design

 Breaking News
  • HKScan Opens New €80 Million Poultry Plant HKScan, the Nordic meat group, has just opened its new, state-of-the-art poultry unit at Rauma in Finland. Valued at over €80 million, the new facility is the largest investment in HKScan’s history. Indeed, the state-of-the-art Rauma unit ranks among the most significant investments in the history of the Finnish food industry. Jari Latvanen, president and chief [...]...
  • Record Growth For UK Food and Drink Exports in First Half of 2017 The first half of 2017 saw exports of all UK food and drink grow to £10.2 billion, up 8.5% on the first half of 2016. This represents the highest first half exports value on record. The UK’s top 3 export products are whisky, salmon and beer. Contrary to recent export trends, stronger growth was reported [...]...
  • Nurturing Locally, Growing Globally – International Meat Congress ICoMST 2017 in Cork The 63rd International Congress of Meat Science and Technology (ICoMST 2017) took place at the Rochestown Park Hotel, Cork, during August 13-18, 2017 and was chaired by Teagasc’s Assistant Director of Research Declan Troy. Over 450 papers were presented at the congress, many by Teagasc researchers. The role of meat in strategies to achieve a sustainable diet [...]...
  • Tempting Batters Now With Clean-label Benefits A leading German natural starch producer, KRÖNER-STÄRKE, perhaps better known as a natural, starch supplier for bread manufacturers, has turned its attention to the convenience market. With a view to cleaning-up the unhealthy image of breaded or battered foodstuffs, the company has succeeded in developing specialist wheat starches which allow food processors to formulate on-trend, [...]...
  • B&R is Introducing a Hypervisor For Its Automation System B&R is introducing a hypervisor for its automation system. This software allows Windows or Linux to run alongside B&R’s own real-time operating system. That enables you to combine the control and HMI applications on a single PC, for example, or have an industrial PC double as both a real-time controller and an edge controller that [...]...
  • Florette Further Expands its UK Business In line with its strategy to be a major player within the UK fresh produce category, Florette UK & Ireland (part of the French Agrial group) has acquired the Wigan site of MyFresh Prepared Produce, a producer of a wide range of salad and vegetable products. MyFresh, Wigan, which employs almost 300 people and 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

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

Jobs: Food Packaging

The Magazine

F&D Business Preferred Suppliers

Advertisements