The new look will be seen for the first time this month with Absolut Pears and Absolut Raspberri, followed by the rest of the range later in 2013 and into 2014.
Anna Kamjou, global design director at Absolut said: “The standard thinking says a fruit-flavoured vodka requires fruit imagery. We wanted to break that convention.
“We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence – and then amplify that essence through art.”
The new design fits in with the brand’s long-established associations with art since the first ad campaign for Absolut with an artistic theme in 1985.
The designers interpreted the “essence” of each flavour in a “premium, contemporary and progressive” way. For Absolut Apeach, they used soft pastels and a light, hand-drawn gesture to “capture the fruit’s evanescent, sweet fragility and convey a sense of romance”.
The design for Absolut Pears started with the fruit’s symbolic association with longevity and purity and arrived at an abstract pear shape resembling the symbol for eternity.
For Absolut Raspberri, the emotions of love and passion are intensified through the abstract expressionist technique of throwing paint.
“This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever,” Kamjou added. “Our goal was to give our customers distinctive designs that are unlike anything one has ever seen.”
Adam Boita, marketing controller for Pernod Ricard UK, added: “This is an exciting time for Absolut. While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market.