Absolut Design & Branding ABSOLUT RIO EXCEPTIONAL MIX by Super

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Industry Vodka
Media Design & Branding
Market Brazil
Agency Super
Art Director Marcio Azevedo
Copywriter Daniel Viana
Released January 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Agency: SUPER
Chief Executive Officer: Gustavo Aguiar (Super Produções)
Art Director: Marcio Azevedo (Super Produções)
Copywriter: Daniel Viana (Super Produções)
Planner: Mauricio Zerbetto (Super Produções)
Chief Executive Officer: Oskar Metsavaht (OM.art)
Account Manager: Tarcila Fujihara (Super Produções)
Media placement: Bottle - Supermarket, Dellis, Duty Free Shops - 13/01/2012

Describe the brief from the client
Create a bottle label for the limited edition ABSOLUT RIO. For the first time, a city in Latin America, Rio de Janeiro, was chosen. We should create an art that best represented the Carioca mood, its golden moments, its beaches, and the warmth of its people and natural beauty.

Describe the challenges and key objectives
The design should reflect the chosen spirit; a mixture between the mood of the Carioca people and the city known for its natural beauty, hospitality and cosmopolitan atmosphere. The curve of the glass, refraction of the liquid, and the tradition of ABSOLUT combined with several icons that represent the mood of the city were also a challenge.

Describe how you arrived at the final design
We invited Oskar Metsavaht, the world famous Brazilian stylist, known for his respect for our planet, to work with us: on Rio’s beaches, on the cosmopolitan scene of the city, and indeed the world. The final design of the packaging is a result of transparency and warm pigments, that were put together in layers around the bottle itself, adding colour to the purity of the vodka, reflecting on the bottle a picture postcard of Rio, the beaches and Morro Dois Irmãos. The colours symbolise the flavours of tropical fruits, namely orange and mango, and between them the golden mood of the city, the beach or the mountain.

Give some indication of how successful the outcome was in the market
The design was already a success even before its launch with thousands of anxious comments in blogs and specialised forums, shops had their pre-sales sold out, and its launch enjoyed 1 of the greatest results of spontaneous media and viral circulation of limited editions of the brand.