LEGACY BEYOND ASIA - Absolut Lab

Absolut Lab

Communication

Area

China

Year

2023

Award

WINNER

Affiliation

Moneys Studio

Designer

Qixin Li, Joyce Dong, Yue Qian, Tingyu Chen, Xueer Xiao

English

ABSOLUT is guided by the concept of "Borderless", bringing the first experience center “ABSOLUT LAB” in China. In order to echo the spiritual core "infinity" of the brand, the logo was create based on ABSOLUT bottle’s shape with 8 main visuals. The inspiration of main visuals comes from the visual characteristics of logo rotation, combined with the brand's dazzling visual expression, elements are extracted from the constituent factors of ABSOLUT, a colored dazzling world is formed by twisting, staggering, rotating and deforming, showing the openness and infinite possibilities of the diversified connection between ABSOLUT and the world.

Native

来自瑞典的国际知名品牌ABSOLUT绝对伏特加，以“无界”概念为引，带来位于中国上海的全国首家体验中心“绝对无界实验室”ABSOLUT LAB.项目旨在展示品牌百余年来的积淀和品牌形象，打造跨越界限、空间束缚、领域边界的具象空间单元，将无限超越的品牌精神传达给中国消费者。为了呼应ABSOLUT品牌最重要的精神内核“无限”，在传统ABSOLUT LOGO基础上，利用百年的经典瓶型的轮廓塑造节奏音浪的回响，层层环绕孕育无限之感，ABSOLUT以无限探索精神鼓励更多的年轻人加入，同时回旋的节奏奏响了更多的可能性，回响的空间有种塞伯朋克的未来科幻感，贴合ABSOLUT LAB 更年轻化潮流感的属性，我们本次为ABSOLUT 定制的主视觉以「回归童真」为主题，设计出8个实验性主视觉. 「回归童真」的灵感来源于logo旋转的视觉特点，结合品牌张扬炫目的视觉表达，从ABSOLUT 的构成因子中提取出自然元素，通过扭曲错落旋转变形，构成一个缤纷炫目的花花世界，表现出ABSOLUT 与世界多元连接的开放性和无限可能性。主视觉沿用在整个空间中，为空间赋予了无限延伸的视觉张力和趣味性.

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