Swedish vodka brand Absolut Vodka has created a new range called Absolut 100, with packaging and branding by Pearlfisher.

The new range has been developed for the global duty free and travel retail market, with a design created to appeal to the business class traveller.

The design uses a minimal, masculine colour palette of semi-opaque black glass, with chrome silver typography contrasted with subdued grey lettering.


Pearlfisher said the design "conveys strength through masculinity and exclusivity"; this is an attempt to differentiate the brand from the proliferation of flavoured vodkas in the market.

Jonathan Ford, a creative partner at Pearlfisher, said the bottle design for the 100 proof/50% abv version of the spirit was inspired by "performance cars and cutting edge technology".

He said: "While the new bottle is a perfect fit with the rest of the Absolut family, it has its own daring edge. Absolut 100 is a drink that is not for everyone, but for those who enjoy an intensity with taste.

"The concept needed to reflect masculinity and exclusivity and we were inspired by the contemporary visual language of performance cars and cutting-edge technology."

Source: by Darren Davidson Brand Republic