Swedish vodka brand Absolut has unveiled a redesign for its iconically shaped bottle, which it will adopt later this year.
The new design updates the previous bottle with a new two-line logo, new typography, redesigned bottleneck medallion, reduced glass weight and a new brand signifier – the bottle now features a large, bold “A.” on its reverse. The bottle refresh was undertaken in collaboration with creative agency Brand Union and several designers, including illustrators Martin Mörck and calligrapher Luca Barcellona.
The iconic shape of the bottle has also been altered, strengthened to feature more clearly defined shoulders, a straightened neck and body, and a flattened bottom. The new bottle will be distributed worldwide towards the end of 2015.
Absolut global brand strategy director Peder Clason said: “The Absolut bottle has been iconic for several generations; now it’s time to make the next bold statement for Absolut. Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”
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