The Solution

Absolut Vodka’s identity is rooted in Sweden and sensation. It’s sensational in advertising, sensational in-store, sensational in the bar, in the home and in the hand. So, when we were asked to design Absolut’sglobal secondary packaging, we had to make it sensational.

Different people enjoy different sensations. And the same is true for cultures. Each design explores a different sensation. Gloss against matt. Light against dark. Shining metal against pure white paper. Bright colour against bright white. Rigid forms against flexible forms. Every design is sensational, every design is Swedish – and every one is pure Absolut.