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Absolut’s FrΓ―s recognized as winner by Glass Packaging Institute

Bottle design resembles large shard of ice and is inspired by the brand’s Nordic roots.

FRIS Brand Union
FRIS Brand Union

The Absolut Company’s line of spirits continues to stand out on the shelf, this time with its redesigned FrΓ―s (pronounced β€œfreeze”) vodka bottle, which earned a 2012 Clear Choice Award from the Glass Packaging Institute (GPI).

For the redesign, the Absolut Company, within the Pernod Ricard group, worked with WPP-owned brand strategy and design consultancy The Brand Union.

The bottle design, which resembles a large shard of ice (inspired by FrΓ―s’ Nordic roots), was awarded First Place in the Distilled Spirits category for innovative glass packaging and shelf impact.

β€œFor this project, our goal was to craft visually stunning packaging that counterbalances the average, clear vodka bottleβ€”resulting in a smoky gray, chiseled exterior that is both elegant and sleek,” explains Richard Bates, chief creative officer of The Brand Union. β€œThe design is crisp, refined and innovativeβ€”reflective of our approach to product design, which embraces the visually impactful and imaginative.β€œ

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