"With ABSOLUT TUNE we are taking curiosity to a new level, creating an industry changing product", says Jonas Tåhlin, Vice President Global Marketing, The Absolut Company.
Our brief was to design the packaging for an unexpected product, Sauvignon Blanc from the world-renowned Marlborough region of New Zealand, carbonated and blended with ABSOLUT VODKA.
The Brand Union and industrial design firm No Picnic were brought together by The Absolut Company to form a joint team. The three parties worked very closely together to create the concept and collaborated all the way through to the final product. "Together we decided to create a product design that was stylish, edgy and surprising" said Anna Kamjou, Global Director Design Strategy, The Absolut Company.
The bottle itself warrants a celebration and features a stylish white sleeve which tears away, as if being unzipped, to reveal a black bottle with a golden pattern - a visual expression of the unique experience of drinking ABSOLUT TUNE. It is designed to celebrate life’s greatest moments - with an eye on the fabulously fun set that lives for celebrating.