The brief was to create a bold, clear and iconic design system for an iconic brand.

With the new Absolut design the core idea was to create a system that would simplify the operation of the portfolio, but at the same time increase brand recognition, excitement and stand out. Bold, simple and powerful yet versatile targeting a group of consumers defined as progressive connectors.

This is shown and explained in included videos and images.

With the redesign we have created a more powerful and manageable portfolio. The success of the design can be reflected by the increase in sales. The organic net sales growth was +19%. Absolut was gaining market shares in all important markets, includes the US. Absolut set a new volume record, selling 12.4 million cases (á 9 liter), while increasing the price with 1%. The total volume was up 18%.