Absolut designs break with flavour convention

15 August, 2013

Pernod Ricard is rolling out new bottle designs for its range of Absolut flavoured vodkas.

The move is starting this month with new packs for Pears and Raspberri, with the rest of the range to follow through- out 2013 and 2014.

Global design director Anna Kamjou described it as “our biggest and most transformative design project ever”.

She added: “Our goal was to give our customers distinctive designs that are unlike anything ever seen.

“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 – then amplify that essence through art.”

The Pears design has “an abstract pear shape resembling the symbol for eternity” while Raspberri uses the “abstract expressionist technique of throwing paint” to represent love and passion.

Pernod Ricard UK marketing control- ler Adam Boita said: “While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market.”

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