“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 - and then amplify that essence through art,” said Anna Kamjou, glob¬al design director at Absolut.
“While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market.
!Artistic, modern and unlike anything else around, we believe they will reinforce our position as creative leader and have unique stand out on shelf or on back bar displays,” added Adam Boita, marketing controller for Pernod Ricard UK.
The redesigned packaging will be rolled out this month, beginning with Absolut Pears and Absolut Raspberri. The rest of the Absolut flavoured range will follow throughout the next year.