Design Strategy
Developing a portfolio strategy for a globally recognised iconic brand is no mean feat. Absolut vodka needed structure and definition for their successfully expanding brand world. Making sense of the variety of offerings both for internal and consumer facing channels, we were honoured to be entrusted with the research that would help evolve future strategy.
Exploring and shaping an international solution requires a global approach: several countries, multiple cities, digging into the minds of a mix of consumer typologies and trade experts. The result? A definition of the rules of engagement. A portfolio solution based on cultural, brand and consumers’ own parameters to help the target market navigate and self-identify from a plethora of successful brand personalities.
Flavours
Is it wrong to have favourites? Perhaps with children, but it’s more forgivable with research results. This is one of our proudest achievements. Given that research is often criticised for creating bland and safe results, we feel that the flavours packaging puts that argument to bed once and for all.
Absolut wanted to create a design that embodied the creativity and originality of the brand and that articulated the flavour profile in an ownable and distinctive way. The key here was to ensure that the artistic expression also captured the essence of each flavour successfully.
The degree of excitement and energy that these designs generated in their exposure to the target audience demonstrated that we were onto a winner… but it still takes a degree of bravery and trust to see such a radical design through to fruition.
We’re pleased to say that they have been a commercial success, so everyone’s a winner.