Absolut Reimagined
Absolute Reimagined revolutionizes social drinking with a curated series of functional alcoholic beverages, each crafted with specific traits and alcohol percentages to match different moods and occasions. This innovative collection empowers adults to make mindful choices about their drinking experience, offering precise control over both effects and social outcomes.
Branding
Product Design
Visual Identity
Subversive Strategy
Concept Idea
"Absolute Reimagined" is an innovative concept that challenges traditional notions of alcoholic beverages by introducing a series of drinks designed for various social settings. Each beverage in the collection features a specific alcohol percentage and is crafted to offer unique functional benefits or "traits," such as boosting confidence, promoting relaxation, or enhancing social connectivity. This project addresses the lack of versatility in conventional alcoholic drinks by providing options that align with different moods, occasions, and desired outcomes. It's tailored for adults who enjoy socializing with alcohol but seek more control over their drinking experience and its effects.
Problem Solving
The main problem "Absolute Reimagined" addresses is the lack of versatility in traditional alcoholic beverages, which often do not consider the varying needs of drinkers in different social scenarios. Conventional drinks typically focus solely on flavor and alcohol content, without offering functional benefits that could enhance the social experience meaningfully. By providing a range of drinks with different alcohol levels and specific traits, "Absolute Reimagined" responds to the desire for a more mindful and personalized approach to drinking, helping individuals achieve their desired social state while avoiding overconsumption.
Subversion
This project subverts the traditional notion of alcoholic beverages by shifting the focus from simply getting intoxicated to enhancing specific social traits, like confidence or relaxation. It challenges the assumption that all alcoholic drinks serve the same purpose, introducing the idea that alcohol can be used in a targeted, functional way. The drinks become tools for shaping social experiences, rather than just products for leisure. This reframing encourages people to think differently about their relationship with alcohol and consider new ways to enjoy it responsibly.
Design Decisions
The design decisions for "Absolute Reimagined" incorporate thoughtful branding elements, emphasizing a sophisticated and modern aesthetic that aligns with mindful drinking. This includes a sleek, minimalist bottle design with clean lines and a distinctive shape, complemented by a rich color palette featuring deep tones like blackberry and sage. The typography balances elegance with readability, utilizing a mix of serif and sans-serif fonts to enhance visual appeal. Additionally, creative photography was employed to capture the essence of each drink, showcasing their unique traits and flavor profiles. The packaging emphasizes transparency to highlight the beverage's quality, while labels display alcohol percentages and trait identifiers. By playing around with different fonts and photography styles already in use, the design adds a layer of creativity that reinforces the brand's identity. These elements collectively support redefining the drinking experience, promoting mindful consumption, and differentiating the product in a competitive market.
Goal
The goals for "Absolute Reimagined" encompass redefining the drinking experience by shifting focus to mindful and intentional consumption, while promoting brand creativity and identity through innovative design elements. The project aims to encourage personalized consumption by clearly communicating alcohol percentages and unique traits, enhancing visual and tactile appeal through sleek packaging, and differentiating the product in the market. By catering to diverse social scenarios and fostering responsible drinking, the brand seeks to create an emotional connection with consumers. Ultimately, these goals work together to establish "Absolute Reimagined" as a forward-thinking brand that combines functionality, creativity, and sophistication, challenging traditional notions of alcoholic beverages while promoting a more thoughtful approach to social drinking.
Reimagined Spaces
Reflections
Learnings
My experience with packaging and product design was eye-opening, particularly in adopting a subversive strategy that challenged conventional thinking. This approach led to the creation of an unconventional alcohol-based beverage that elicits unexpected sensations, defying typical alcohol effects. I incorporated unique elements like ingredient photography in the packaging, a departure from standard practices. While alcohol marketing typically relies on billboards and social media, I explored diverse, unconventional spaces for promotion. This project pushed the boundaries of traditional alcohol branding, encouraging me to think creatively about product presentation and marketing channels.
What I would do going ahead…….
In the future, I plan to explore blending photography and integrating 3D design into packaging, particularly to reimagine the traditional can aesthetic. I also aim to develop impactful and catchy taglines to promote the collection across diverse digital platforms.