Featuring an updated two line logo, a new script, a redesigned medallion, reduced glass weight and new brand signifier, the new bottle is an update on the original, created in 1979.
Peder Clason, Global Brand Strategy Director, Absolut, said: “The Absolut bottle has been iconic for several generations; now it’s time to make the next bold statement for Absolut.
“Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline.
“The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”
The bottle redesign was fashioned as part of a collaboration with Brand Union to create an icon for the future and while the bottle has changed, the vodka will remain the same.
As part of its ‘One Source’ philosophy, every bottle of Absolut is crafted in the village of Åhus in Southern Sweden, where vodka-making knowledge has been passed down through many generations.
“Absolut is a bold, creative brand and for some time we have wanted to reignite both those aspects in our already iconic bottle design, renewing the creative expression of our most visible product.
“The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way,” says Caroline Mörnås, Global Design Strategy Manager, Absolut.
The creatives behind the redesigned bottle were Luca Barcellona, calligrapher and Martin Mörck, illustrator and engraver and the new bottle will be distributed worldwide in Spring/Summer 2015/16.
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