Absolut vodka launches Absolut Miami with The Brand Union
Absolut vodka has launched its sixth limited-edition, city-inspired flavour, Absolut Miami, which was delivered by global branding agency The Brand Union.
The agency, which previously collaborated with Absolut on Absolut Brooklyn in 2010 and Absolut SF in 2011, was challenged to deliver a design which would resonate with "the free-spirited people of Miami and the greater Florida area".
The Brand Union explained that in designing the passion fruit and orange blossom flavoured vodka, the brand "looks to take the consumer on an adventure from dusk ‘til dawn through the city, indulging the senses in the vibrant beat of the nightlife that Miami has to offer".
Creative director Daniel Andersson commented on the design development, saying: “Absolut is an iconic brand and we wanted to continue the success of it’s city series by bringing Miami to life on the bottle, while also telling a story and encompassing all the attributes, quirks and spices of this amazingly diverse and passionate city.”
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