Swedish vodka brand Absolut has unveiled a new range called Absolut 100, with packaging and identity by Pearlfisher.
Developed for the duty free and travel retail market, the vodka’s look uses a minimal, masculine colour palette of semi-opaque black glass, with chrome typography contrasted with grey lettering.
The design aims to convey ‘strength through masculinity and exclusivity’, ensuring that there is no confusion among the flavoured vodkas in the market.
1Absolut 100, with packaging and identity by PearlfisherThe 100° proof/50 per cent abv spirit is aimed at the discerning, responsible drinking business traveller.
Pearlfisher, which is a long-term strategic design partner for Absolut, was briefed to base the design around strength, and has used the iconic Absolut identity and bottle shape.
‘Absolut 100 is a drink that is not for everyone,’ says Pearlfisher creative partner Jonathan Ford. ‘The concept needed to reflect masculinity and exclusivity, and we were inspired by the contemporary visual language of performance cars and cutting-edge technology.’
http://www.designweek.co.uk/Articles/135141/Pearlfisher+creates+packs+for+new+Absolut+vodka.html
Interesting that to reflect masculinity there was a link to performance cars and the sleek look. Does the "responsible drinking business traveller" favour this image? It is also interesting how the new design is limited to the duty free market. Personally i think the sleek black minimal look would increase sales in up-market bars...saying that its probably the same market!
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