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.