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Assignment
V&S Absolut Spirits. Packaging design,
Absolut Ruby Red. Worldwide, 2005.

Challenge
Within extremely strict parameters in terms of form
and function, the design was to be unique and inno-
vative, capturing the personality of the product. At
the same time it had to be perceived as an obvious member of the Absolut Vodka family. Through the design, the product was to help Absolut to “own” the ruby grapefruit flavour in the market for flavoured vodkas. Absolut was the first to use ruby grapefruit
as a vodka flavour.

Solution
The warm red colour comes from the palette of the ruby grapefruit itself. The round, geometric shapes on the outside of the bottle are inspired by the way you cut up and serve the fruit. The technique of printing the warm
red shapes using a transparent ink on an etched bottle creates a sense of depth that became the hallmark of
the design. The solution is technically efficient, which is important for production.

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