Spirits brand Absolut will be launching a redesigned bottle that will feature an updated two line logo, a new script, a redesigned medallion, reduced glass weight and a new brand signifier.
Carried out in collaboration with Brand Union, this is Absolut's first go at changing the packaging.
The new design will include a brand signifier at the back of the bottle and the addition of a bold, new short hand for the Absolut brand.
Absolut global brand strategy director Peder Clason 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's shape has also been strengthened to allow for more defined shoulders, straightened neck and body with flattened bottom.
The company has also reduced the glass weight to ensure minimum impact on the environment.
Absolut global design strategy manager Caroline said: "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."
Absolut will roll out the new bottles by winter 2015.
