Brand Union Freshens Up Absolut Vodka

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New York NY/Stockholm Sweden

The Absolut Vodka bottle has been a center of attention since its introduction in 1979. Now it has been refreshed, under the leadership of Brand Union, to feature an updated two line logo, a new script, a redesigned medallion, reduced glass weight and a new brand signifier. Most notably, the iconic shape of the bottle has been tweaked to have more clearly defined shoulders, a straightened neck and body, and a flattened bottom. The simplified logo is complemented by a symbol at the back — “A.” — to serve as a new shorthand for the Absolut brand. Creatives behind the redesigned bottle are calligrapher Luca Barcellona and illustrator/engraver Martin Morck. At Brand Union, Executive Creative Director is Mattias Lindstedt. And at Absolut, Peder Clason is Global Brand Strategy Director while Caroline Mornas is Global Design Strategy Manager. www.absolut.com/us

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