BPO


Absolut Botanik by Bold Inc., Australia

Opinion by Richard Baird.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

Absolut Botanik is a new ready to drink, pre-mixed, single-source vodka range from distiller Absolut, flavoured with Scandinavian lingonberries, cloudberries and blueberries, blended with either pear, apple or lime. The range features a distinctive and bespoke single-serve bottle with a silver crown cap, and the Absolut logotype framed by rich illustrative detail. This mixes bold watercolour strokes with finer pen and ink work. The packaging design, created by Bold Inc., looks to engage the market with a strong character and story, and to convey a sense of craft and playfulness. This post was updated October 2017 with images of Berry Lemon, a new addition to the range.

Logotype for Absolut Botanik by graphic design studio Bold Inc.

Bold Inc. make good use of the Absolut logotype, its recognisability and associations through proportion on pack, and in the preference for continuity in the rendering of Botanik. A pass of white effectively frames its black letters across a clear bottle, and provides significant contrast to the rich illustrative detail that gives this range its unique personality.

Illustration for Absolut Botanik by graphic design studio Bold Inc.

Where the bold letters of the Absolut brand feel permanent, the illustration of Absolut Botanik, much like Absolut’s Limited Edition ranges, are of the moment, and effectively (and appropriately) leverage a continued favour for the compelling and now fairly universal communicative nature of botanical illustration in the drinks industry.

A blend of ink, watercolour and a slight etched quality in shading plays with craft, ingredient quality and to some degree a sense of legacy, while content and concept, which resolves around animals wanting their fruit back, and characterised by some aggressive faces and postures, feels thoroughly contemporary.

This layers Absolut Botanik with a subtle story component, presumably to be expanded upon throughout campaign work, and draws a more unique and adult personality from the often light and playful qualities associated with watercolour.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

The illustrations are well-rendered with some good pen and ink shading, and a lovely use of bright but earthy watercolour and texture. These share a concept, are aesthetically pleasing and grounded by clear communicative intentions. They appear to take some of their cues from Absolut’s popular and fleeting limited edition ranges, but makes a clear connection with the craft, quality and permanence associated with Absolut Vodka through type and its proportions, the use of space, bottle shape and its clear glass.

Design: Bold Inc. Opinion: Richard Baird.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

What do you think of Bold Inc’s work for Absolut Botanik? Share your thoughts in the comment section below or get the conversation started on Twitter.

Packaging for Absolut Botanik by graphic design studio Bold Inc.

If you liked this then you may also like:

Package Design – Park Vodka  Package Design – Tapped  Package Design – Kyrö Distillery Company


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.