ABSOLUT announced new designs for its range of flavored vodkas. “Our new design depicts the product’s flavor essence through something that is core to Absolut’s DNA: contemporary art. We’re breaking the convention that literal fruit imagery must be used to communicate what’s inside the bottle,” says Afdhel Aziz, Brand Director for Absolut, Pernod Ricard USA. “This is an incredibly dramatic change for Absolut.” After interpreting each flavor’s essence, designers worked to elevate these impressions into premium, contemporary and progressive art.