Absolut Redesign | 2021

Designers: Brand Union, Stockholm, Sweden
Client: The Absolut Company, Stockholm, Sweden

Launched back in 1979, The classic Absolut bottle is no stranger to anyone.In 1986 Absolut Peppar was launched (as the world’s first flavored vodka) and from there it kind of exploded. The product portfolio grew fast and large, with a lot of different design expressions that each looked great, but made it hard for consumers to navigate and find the flavors that they were looking for.In 2018, by far the largest redesign began, with the establishment of a uniform expression and strategy for the entire portfolio. Amplifying all the key visual assets of Absolut Vodka, clearly positioning it as the unflavored hero in the product portfolio.To create a clear, coherent and unifying visual expression, the same key visual elements has been adapted to the flavored vodkas, with the addition of bold color combinations that are flavor-forward, playful and energetic. After close to 4 years of development, with an extremely extensive and technically demanding process, Absolut’s most dramatic redesign is a fact. A bold, clear and iconic design system for an iconic brand. To create a dramatic redesign and unifying such a gigantic, global brand – with an extremely strong design heritage is no easy game, but the end result is as uncompromising, bold and iconic as when the brand was first launched. Absolut Redesign