To create an icon is to capture a tension in society and make your product a symbol of that tension. It is to take sides. In a globalized world where small scale always been sacrificed for the larger, Absolut has always taken sides: it has remained loyal to the village where it first was produced. It has remained loyal to the craft, loyal to one source, loyal to the community and loyal to one superb vodka. Absolut choose the communal side in this conflict and has never left the village, the people, or the resources of Åhus.

Our approach to the evolution of the bottle was inspired by the vodka-making process itself. We sought to distill every detail to fit with the values and aesthetics of the brand.

The first step in this distillation was to give the bottle a more distinct silhouette. We gave it more clearly defined shoulders, a straightened neck and a flattened bottom. This both underline our pharmacy legacy and renders the look more contemporary. And, in the process, significantly reduces the glass weight to improve environmental impact.

Then we simplified the old three-line logo down to a single phrase: Absolut Vodka. This made it more direct and to the point while, with new hand-drawn lettering, it took on a more crafted look. A new brand signifier was designed to stand out boldly, and in time it will become a powerful new shorthand for the brand.

Our approach to the evolution of the bottle was inspired by the vodka-making process itself. We sought to distill every detail to fit with the values and aesthetics of the brand.

The first step in this distillation was to give the bottle a more distinct silhouette. We gave it more clearly defined shoulders, a straightened neck and a flattened bottom. This both underline our pharmacy legacy and renders the look more contemporary. And, in the process, significantly reduces the glass weight to improve environmental impact.

Then we simplified the old three-line logo down to a single phrase: Absolut Vodka. This made it more direct and to the point while, with new hand-drawn lettering, it took on a more crafted look. A new brand signifier was designed to stand out boldly, and in time it will become a powerful new shorthand for the brand.