Brand Union


When The Absolut Company looked to create an icon for the future, they turned to Brand Union.

In a nutshell

Absolut has been iconic for several generations; now it’s time to make the next bold statement. Our goal has been to transform an already perfect bottle to make it even better and build an iconic brand for the next generation of Absolut fans.

What we did

In close collaboration, Brand Union and The Absolut Company created:

  • A master brand identity
  • Redesigned Absolut Original
  • Packaging for Absolut Elyx, the world’s first true luxury vodka
  • Packaging for Oak by Absolut, the world’s first oak rested vodka
  • Re-designed Absolut’s flavoured vodkas
  • Designed the packaging for Absolut Craft


Just to mention a few milestones in our relationship together.



542 million media impressions for our Absolut Electrik campaign in the US alone


80 markets enjoy the new Electrik bottles worldwide


20% higher volume demand for Electrik than production capacity

After the launch of the new identity we're thrilled to see the impact of uniting all of our initiatives under one brand, and one logo, in stunning executions all over the world.

Caroline Mörnås, Absolut

The result

Absolut Elyx is the world’s first true luxury vodka. The packaging design has been awarded with a Pentaward in the Luxury Category.

Absolut Craft has been awarded with a Cannes Lion, Pentaward, Red Dot and Eurobest.

The relationship between The Absolut Company and Brand Union is highly awarded.

We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face the future.

Peder Clason, Global Brand Strategy Director, Absolut