To transcend the traditional category distinctions of both white and brown spirits and, at the same time, ensure a clear product proposition for consumers, who are not afraid to break rules and are looking to engage their senses with new encounters.

The category thinking says that a fruit-flavored vodka requires a picture of the fruit on the bottle. We wanted to break that convention. Instead we reached into the symbolism and myths tied to the ingredients to find each flavor’s core essence — and then amplified that essence through art. We brought a ‘by-hand’ aesthetic to the project by stepping away from our computers, picking up papers, pens and brushes, and setting out to communicate, not a flavor per se, but the energy behind each flavor.

Absolut Amber sold out.