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Assignment
V&S Absolut Spirits. Packaging
design, naming, Absolut Pears.
Worldwide, 2006.
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 pear flavour
in the market for flavoured vodkas.
Absolut was the first to use pear as a vodka flavour.
Solution
The starting point for the design solution was the colour signal and the elegant, organic shape of the pear. Using the iconic bottle shape, the design creates an optical illusion of a pear. A traditional shape in a more uncon-
ventional way. The design solution is technically efficient, which is important for production. In 2007,
2.5 million bottles of Absolut Pears will be produced, with a total
of five different bottle sizes.
Results
Launched in 2007. The most successful flavour launch ever for Absolut Vodka.
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