We were asked by Absolut to create a global concept and bottle design for the most commercially competitive time of year, the holiday season between October and December of 2015.

The new concept would target the Absolut vodka consumption pool and the world’s largest and most diverse target group: millennials.

The challenge was to disrupt the category with a striking, bold design that would drive news to the brand and ensure that Absolut and the new limited edition bottle would become the centerpiece of Christmas and New Year’s parties worldwide.

It was to be a global campaign spanning over 80 markets, launched initially in key markets US, Germany, GTR, France and the UK.

To turn the holiday season "Electrik," we created a strikingly simple, sleek and metallically-mirrored bottle.

Inspired by the minimalist repetitiveness of electronic music, the glass is coated with a specially-developed semi-transparent mirror coating that serves to emphasize the iconic bottle silhouette. Graphics are minimal, the brand name typeset towards the bottom of the bottle and all other design elements stripped away. We wanted to let the mirror-like bottles shine, reflect and multiply.

Although mirror coated, the vodka can be seen through the glass and together, vodka, glass and inside coating pick up and reflect surrounding light, creating an ’Electrik’ effect, moving in a spectrum of subtle hues of blue.