Absolut Texas

Brief

Define ‘modern Texas’ by way of art and applied through package design.Define ‘modern Texas’ by way of art and applied through package design.

Solution

Partner with local Texas artist, Cruz Ortiz, to direct, design and translate his original work across multiple applications including bottle design, advertising and events.

Services

Creative Direction, Packaging, Campaign Strategy, Collateral, Events & Activations

A Modern Take on Classic Texas

The Absolut bottle isn’t just an advertising icon, it’s a global icon. So when a brand with that level of prestige picks you to design the bottle for Absolut Texas – the first and only state inspired flavor – it’s a challenge we didn’t take lightly. Our Absolut Texas bottle features a modern spin on iconic Texas imagery, including a “cosmic caballero” cowboy boot against a stylized Texas landscape and a unique take on the Texas Star. It also features Absolut founder Lars Olsson Smith wearing a cowboy hat, marking only the second time in the brand’s history in which Smith’s logo has been altered.

AWARDS

To start the project, we curated a list of Texas based artists from across the state whose work embodied the progressive, art-driven vision of modern Texas and Absolut Vodka. After endless debate and enthusiastic product sampling, we chose the artist to bring this bottle to life.

Working closely with artist Cruz Ortiz, we helped direct, design and translate Ortiz’s vision through the technical and logistical challenges of bottle to billboard to event design

Beyond the iconic bottle design, we consulted and executed a host of brand touch points to launch Absolut Texas, including launch event planning, printed collateral, off and on-premise conceptualization, live music integration, campaign strategy, production and fabrication of all marketing and event materials.