20 January, 2016
Absolut Botanik is a new ready to drink, pre-mixed, single-source vodka range from distiller Absolut, flavoured with Scandinavianlingonberries, cloudberries and blueberries, blended with either pear, apple or lime. The range features a distinctive and bespoke single-serve bottle with a silver crown cap, and the Absolut logotype framed by rich illustrative detail that mixes bold watercolour strokes with finer pen and ink work. This packaging treatment, created by international branding and packaging agency Bold Inc., looks to engage the market with a strong character and story, and to convey a sense of craft and playfulness.
A blend of ink, watercolour and a slight etched quality in shading plays with craft, ingredient quality and to some degree a sense of heritage, while content and concept, which resolves around animals wanting their fruit back, and characterised by some aggressive faces and postures, feels thoroughly contemporary.
This layers Absolut Botanik with a subtle story component, presumably to be expanded upon throughout campaign work, and draws a more unique and adult personality from the often light and playful qualities associated with watercolour.
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