The latest Absolut bottle will soon be adorning the shelves of bars and restaurants. The until recently
top secret flavour goes by the name of Ruby Red
(blood grapefruit). And the blood grapefruit element
is reflected clearly in the new design.
“The warm red colour has been taken from the blood grapefruit’s own palette, and the round geometric shapes on the outer surface of the bottle are inspired
by the way the fruit is cut into segments and divided up,” says Rikard Ahlberg, AD/Graphic Designer at BVD.
But there is also no doubting that Ruby Red, just like
its predecessors, has a clear design language all of its own. “The technique of printing the warm red shapes onto an etched bottle, using a transparent dye, creates a spacious feel. It arouses curiosity, a desire to touch the bottle, to look inside it, to experience the bottle and its contents,” concludes Rikard Ahlberg.
Anyone wanting to take a closer look at Ruby Red
will have to be patient for another month or so; the bitter
sweet innovation is expected to arrive in early May.
April 2006
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