Retail Refugees

Absolut has built a legendary brand identity based on their “absolut ____ ” campaign which draws from the shape of their bottle and popular culture references.  Their latest creation cuts right to the core of the brand by removing the label from the bottle and simply relying on their culturally embedded coding via the shape.  Pretty cool…

““In An ABSOLUT World, There Are No Labels”. The meaning of the initiative is to challenge labels and prejudice to make the world more diverse, vibrant, and respectful… through alcohol. For those interested, this new edition will be available via the colette online store on August 24th.”

via Hypebeast