The iconic and already beautiful Absolut vodka bottle just got a makeover – and it’s a beautiful one! And the handlettered typography is simply gorgeous! Let’s take a look, shall we?
The first thing one notices is that the bottle has been changed just slightly. Actually, MOST changes are slight to slim. The designers realize that the brand and bottle is already instantly recognizable worldwide. Why destroy that branding?
Next, that visually disrupting “Country of Sweden” is gone. Now we’re left with the smooth clean lines of the brand name and they fit together beautifully.
About that logo – it’s undergone a transition too. But it’s one so sight that you really have to look for it. And it does so much to enhance the already clean lines.
Do you see those tiny little serif lines? They are just large enough to enhance the letters’ shapes without being distracting. Perfect!
(you can see a slightly larger version here)
Let’s look at one of the two very (relatively) big changes – the “A” on the back of the bottle. Or more correctly, the “A.”
That large blocky A lends itself as a nice background to that already lovely logo, especially when the bottle is against a dark background. But that period….the poor, misplaced period. It simply throws the perfectly symetrical balance of the A off and over. One wonders what it is doing there? What would have worked better (in my opinion) would have been putting the period UNDER the A so that it acts both as the emphatic punctuation desired AND as another balanced element.
But Absolute makes up for that on the front side with lucious hand-lettering by Milanese calligrapher Luca Barcellona. Yes, that’s hand-created! In creating the lettering, Barcellona noted that “I tried to find some alternatives on the classical letterforms made with a pointed pen; something less curvy or decorative in the details that matches better with a Swedish product. Not so easy!” And that’s what we’re seeing in this script; a cool, clean, refined line (for a cool, clean, refined vodka). (and view a larger version here)
It’s really a pleasure to see a redesign like this. Not to much, but just right, like the additional polishing of a stone. Absolut notes that it will be available fall/winter of 2015