Design work was carried out by agency The Brand Union. The new bottles will be rolled out into stores this month with Absolut Pears and Absolut Raspberri the first to market. The rest of the flavoured range will hit stores through 2013 and 2014. According to Absolut, the bottles “artistically express the core essence of each flavour." Anna Kamjou, global design director at Absolut said: “This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever. Our goal was to give our customers distinctive designs that are unlike anything one has ever seen. “Vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavour in the Absolut range is something extraordinary. The standard thinking says a fruit-flavoured vodka requires fruit imagery. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence – and then amplify that essence through art.”
