To design the bottle graphics for a new ABSOLUT limited edition that will be launched exclusively in Duty Free/Travel Retail globally for a 6-month period. The product offers travellers a new tropical vodka flavour from ABSOLUT that is not available in stores back home. Although the flavour will be sold at a significant premium, no high-priced packaging materials or printing techniques were permitted.

To create difference in the premium vodka world, we challenged the accepted codes of black, minimalist and over-serious design. For ABSOLUT, premiumness demanded depth and texture – not one-dimensional decoration, but ideas that have creative wit, vibrancy and are idiosyncratic.Our idea looked at the tropics as a region. From Florida and the Caribbean to Hawaii and the Seychelles, exotic fruits thrive in the humid weather of the sun-drenched tropics. The design expresses the blend of fruit flavours through strikingly bright thermal images of the world map.

Due to its launch in January 2010, there are no sales data available at present.A quote from the client: “ABSOLUT TROPICS represents the first time we have been able to launch a brand new, innovative flavour exclusively to travelling consumers. For a leading edge, creative brand such as ABSOLUT, it’s crucial that we work with creative partners that can think laterally when answering a brief. The solution (...) lived up to our expectations and delivers something fresh and unexpected”.Lena Dåderman, Product Innovation ABSOLUT