Pearlfisher adds zest to Absolut

Throughout the world, the way people drink vodka is changing. Swedish vodka brand Absolut has responded to this trend with an orange-flavoured vodka, dubbed Absolut Mandrin.

The branding has been created by London consultancy Pearlfisher and will be launched in Sweden and the US at the end of October. It is due to hit UK shelves early next year.

Pearlfisher designer and project leader Sean Bowen says the brand name resulted from a collaborative session with the manufacturer and is in line with other Absolut brands like Peppar, Kurant and Citron.

‘It is a frosted glass bottle with Absolut Mandrin in orange type. The punt of the bottle has been moulded and sprayed orange to create depth and the appearance that there is an orange inside the bottle,’ explains Bowen. Ford describes this as ‘the real design twist to Absolut Mandrin. It is an intriguing illusion and adds wit and drama.’

Absolut product development director Eva Kempe-Forsberg says the entire brand is built on the foundations of ‘simplicity, clarity and perfection. The challenge is to constantly re-energise, enliven and add substance to the brand. We believe that Absolut Mandrin achieves these aspirations very effectively,’ she says.

The first Absolut designs were realised by Swedish design group Hans Brindfors, which created Absolut Peppar and Citron, while Landor’s San Francisco office developed Kurant.