Absolut Reimagined
INDUSTRY
Branding
Product Design
Subversive Strategy
Visual Identity
CONCENTRATION
Brand Identity
Packaging
Animation
Subversive Strategy
Visual Identity
OVERVIEW
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.
Concept Idea & Problem Solving
"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.
Subversion & Innovation
Absolute Reimagined fundamentally disrupts the status quo of alcohol culture by shifting the narrative from passive indulgence to intentional, mood-driven engagement. Instead of drinks being tied solely to flavor or strength, this project treats them as social tools with specific functions—like enhancing confidence or fostering calm. It reframes alcohol as something that can be tailored and purposeful, much like nootropics or wellness supplements. This approach not only challenges traditional marketing of alcohol but also reimagines the consumer’s relationship with it, empowering individuals to drink with clarity, control, and emotional intelligence. In doing so, Absolute Reimagined carves out a bold new space at the intersection of wellness, lifestyle, and social connection.
Design & Goals
The design of Absolute Reimagined combines sleek, minimalist packaging with clear trait labels and rich, mood-inspired colors to promote mindful drinking. Elegant typography and expressive visuals reinforce its sophisticated identity. The goal is to redefine alcohol consumption as intentional and personalized, while standing out in a saturated market. Together, the design and goals emphasize purpose-driven drinking and emotional connection with consumers.
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.