Craft work: Absolut gives vodka artisanal treatment

The bottle retains the traditional Absolut shape, which references antique medicine bottles, but has a darker, sepia tint and its usual branding has been removed. In its place is a pared-back symbol that is reminiscent of old apothecary labels. The design scheme references the craftsmanship qualities of the new flavoured vodkas that were created by renowned mixologist Nick Strangeway‎.

Increasingly, brands are using stark symbols to create graphic identities that are instantly identifiable. For an established brand such as Absolut to embrace the trend is a sign of its efficacy. For more, see our Emblematic design direction.