In response to the ever-growing demand for innovative flavours in the vodka industry, Absolut challenged JDO to create a compelling design and name for its new honey variant. The goal was to offer consumers a unique and engaging alternative to the multitude of fruit-flavoured options crowding the market.
“Absolut has always been the leader in flavoured vodka, but with competitors ramping up, the brand wanted to strengthen the iconic brand’s premium, stylish edge,” explains Paul Drake, Creative Director at JDO. “Our task was to infuse its iconic identity with a fresh twist, introducing Absolut Hunni as a distinct and unique flavour profile. To achieve this, we took an abstract approach, ensuring it drove taste appeal while maintaining cohesion within Absolut’s portfolio.”
The design concept marries simplicity with impact, transforming the iconic Absolut bottle silhouette into a bee with striking black and yellow brushstroke stripes. This visually appealing imagery not only sets Absolut Hunni apart from its counterparts but also reflects the natural, smooth, and delicious honey flavour contained within.
In addition to crafting the distinct bottle design, JDO supported the launch of Absolut Hunni by developing a captivating sales deck filled with innovative brand world ideas to effectively communicate the essence of this exciting new addition to the Absolut family, which promises to be the bee’s knees of flavoured vodkas.
