The label-free Absolut Naked bottle
Not just fans of their design, fashion and pick ‘n’ mix, we’re also fond of Sweden’s take on one of our favourite tipples, namely Absolut Vodka. The contents are of course very good but it’s the creativity of the limited edition packaging that has us raising our glasses in appreciation.
Despite the ostentatious take overs that have tended to prevail, the latest addition to the clan has taken to a more paired down aesthetic, with Absolut Naked.
Taking Swedish team Gunnat Broman and Hans Brindorfs's original 1979 bottle as their starting point, the innovators at Absolut have given the latest design an entirely minimal twist, leaving it entirely label-less.
Ever keen to add their voice of support to the oft-beleaguered LGBT community, the bottle has been produced as a comment on the prejudices people continue to face - suggesting that it's not only about what's on the bottle - it's more about what's in it.
Despite the apparent austerity of the latest addition, it all started with a measure of humour and just a little shot of kitsch. In 2006 Absolut Bling Bling launched – a trophy, golden case bearing the Absolut Vodka slogan loud and proud in a nod to the Hip Hop trend for all things, well, bling.
Absolut Disco was next in 2007 – a glitterball case made of 1000 mirror squares, followed by Absolut Masquerade, in it's red sequined zip-up suit in 2008.
Earlier this year the creatives at Absolut toned down the kitsch in favour of function with the architectonic, white plastic carry case of the Absolut Minibar, an ideal precursor to the all-out nakedness of this month's latest addition.