THE ABSOLUT COMPANY

PACKAGING (CORE PORTFOLIO REDESIGN)

BRAND UNION STOCKHOLM, 2022

PROJECT DESCRIPTION

The brief was clear: ”To create a bold, clear, and iconic design system for an iconic brand.”

The work started as a vision project, where future scenarios for the brand were explored. It was a creative and highly conceptual process to define the role of the brand and the products, based on future requirements and behavior. Both visually and culturally, with a focus on the fast moving media landscape, an increased awareness regarding sustainability and a new generation of consumers.

The challenges of working with a classic brand as Absolut is to understand the value and strength of the brand’s design DNA. To develop and optimize the design, create a fresh and dynamic expression without reducing the value of the established design elements. The redesign is the brand’s biggest since its launch in 1979.

CREDITS

CREATIVE DIRECTION

Linus Östberg

PROJECT MANAGER

Frederika Curry Ohlson

ART DIRECTION

Fredrika Doré, Dag Forsberg

DESIGN TEAM

Emelie Svensson, Lachlan Bullock,
Therese Ottem, Anna Ringö

PHOTOGRAPHY

The Absolut Company