Swedish vodka brand Absolut’s run of success with London design consultancy Pearlfisher has taken its latest turn. New gift packaging will be arriving on shop shelves in time for Christmas. Designed for the brand’s global markets, the flexibly branded gift pack has been designed for more than just the usual one-off seasonal use.
The creative team set out to design an ‘original, ownable pack’, within the brand parameters of ‘simplicity, sophistication and creativity’, that would stand out among the glut of promotional packaging hitting the shelves at this time of year.
Among the group’s initially playful concepts for ‘Absolut Wrapping’, was the idea of creating the effect of an ice-block containing the chilled vodka bottle. But the concept that was finally developed was closer to the brands sophisticated, stylish and special positioning, says Pearlfisher creative partner Jonathan Ford.
Each of the four flavours was dressed in an appropriately coloured silk, to create a ‘luxurious’ and ‘appealing’ feel, he says. The idea of using a different material effect, such as fur for the Kurant flavour and a leatherette feel for the Mandrin, was rejected in favour of a more sophisticated, uniform silk look for the final design.
‘Each face of the pack uses a different design, but each is suitable as the front. The packs make a huge impact in-store when they are all stacked together,’ he says.
Design team: Jonathan Ford, creative partner; Shaun Bowen, creative director; Lisa Simpson, designer