Feb 27, 2013

Absolut suicide

I know it must be hard to dream up innovation after innovation when your packaging is so iconic that they all start to look the same. The glowing orange punt for Absolut Mandrin was a subtle but effective way to create difference at the time, but some more recent examples (like its neighbour in this picture) look like cheap fakes. Yes I’ve seen the Duty-free display with all its crisp-edged glory, but here on the shelf it starts to look just plain wrong. Bottle profile isn’t enough, I’d also like a smooth form, screen printing and that old Swedish guy on a medal, please. Don’t blame me, you put the memory structures there in the first place.