Design made for Absolut creative competition. This proposal is based on the belief that "All genders are equal" although it may also fit the belief that "It does not matter where we come from, we are all human beings" interpreting that all human beings are equal. It is a message of equality in a very broad sense.
For this, in a very clear way, the equality sign has been used. A sign that directly expresses what we want to communicate, a message of equality. It is internationally recognized and does not need an explanation.
This sign has been placed on the bottle in the same place and with the same color as the Absolut Vodka logo. That is, the logo is replaced by the equality sign preserving the visual architecture of the iconic bottle.
Finally the composition is made on a wall, giving the image a claiming character.