Project type: Circular Design, Packaging Design

Absolut Vodka is arguably one of the most iconic brands in the world, with a packaging silhouette that rivals few others in terms of recognisability. Retaining that immeasurable equity whilst creating the 1st generation paper bottle prototype was our main design challenge. And in keeping with the long-standing tradition of Absolut, the packaging needed to reflect the properties and creative concept of the product.

The Absolut Paper bottle is nature, re-engineered for a sustainable tomorrow. It challenges what wood fibres can be, and heralds the reinvention of cellulose as one of our most circular materials. We wanted to make the bottle look and feel like paper, folded in layers to hold the drink and hug the contrasting labels, yet still be connected to the world famous silhouette and inviting the consumer to instantly connect with the organic nature of the material.

The 1st generation prototype is but a snapshot of the journey, albeit one that opens a window to an optimistic and hopeful future. The dream within reach now is to significantly redefine how we consume and connect with our beverages in the years to come - leaving no trace behind. Coming generations will be able to truly challenge the status quo of the beverage industry and move us one step closer to a zero-waste future.

2020 - 2021

Agency & role:
Design Director at Grow Stockholm

Client:
Paboco, The Absolut Co.