The ABSOLUT ELYX design should communicate the finest expression of ABSOLUT, born from a unique combination of traditional handcraft and cutting-edge design.

To create a distinct packaging for ABSOLUT ELYX, the vodka of choice for discerning and progressive consumers, looking for products with true substance.

The structural shape of the bottle is based on the classic disruptive design DNA of ABSOLUT.

For the graphic design we focused on the ABSOLUT ELYX copper distillation process. Raw copper is used as a sacrificial agent for purification, the fine spirits distillation takes place in a copper still that give ABSOLUT ELYX its unique smoothness and purity. It is unique, stand out and communicates the right premium level in the segment. The over all impression communicates a new type of raw modern luxury that is completely new to this category.

”Qualitative feedback only so far. Trade and consumers feedback is exceptional: bottle design seen as exceptionally attractive, unique, precious, luxurious, disruptive…”

- Sebastien Borda, Marketing Manager, ABSOLUT VODKA.