The Story


The Challenge

As one of the most recognizable liquor brands in the world, ABSOLUT‘s enormous global presence was becoming its own worst enemy. With so many constituents and customers touching the brand, communications were too often inconsistent, and consumers were losing touch with the brand. The ABSOLUT team asked us to help them regain focus and define a clear path forward.

The Solution

RAISE THE STANDARDS. We conducted a comprehensive communications audit and spoke to key stakeholders to understand their needs and frustrations working with the existing brand assets. With a clearer picture of the situation, we created brand standards and comprehensive guidelines that clearly articulate the brand across 2D and 3D applications. We made it easier to execute regional and seasonal promotions and co-branding opportunities by creating systems of fixed and flexible elements that can apply to any communication need. We held the bar higher for all to follow.


  • Design Language
  • Brand Guidelines
  • Image Library
  • Promotional Packaging
  • Special/Seasonal Programs
  • Retail Communications
  • On- and Off-Premise Merchandising