The new bottle featuresg an updated two line logo, a new script, a redesigned medallion, reduced glass weight and a new brand signifier.
Peder Clason, global brand strategy director, Absolut, said: “The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”
Caroline Mörnås, global design strategy manager, Absolut, added: “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. Through the recent redesign of our flavor range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible. The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way.”
The bottle refresh was done in collaboration with Brand Union.
One of the most significant updates was to add a brand signifier to the back of the bottle, adding a bold, new short hand for the Absolut brand.
The iconic shape of the bottle has been strengthened to feature more clearly defined shoulders, straightened neck and body, and a flattened bottom, while also using a reduced glass weight to minimize environmental impact.
