Pernod Ricard has released a collectable limited edition bottle of Absolut Vodka designed especially for travel selfies.
The alcohol company commissioned Swedish Illustrator Kari Modén to create an “uplifting and expressive” design which celebrates “a world that is open”.
Selected for her bright, decorative style, the artist sought to express love, peace, and togetherness.
Aimed at consumers with a passion for travel, the colourful bottle is exclusive to duty free stores and designed to be used as part of a “global selfie” initiative, according to Pernod Ricard.
“Creating an online exchange of local insider travel tips, a global selfie is your key to unlocking a world of new and unexpected experiences,” it states.
The bottle design signifies the joining of people, drawn together by the values and experiences they share.
The standout image is a hand making a peace sign – a badge of peace and friendship that harps back to the psychedelic 70s.
Intertwined is a rounded ampersand which stands for inclusivity and connection.
The traditional L.O. Smith medallion at the top of the bottle has been replaced by a colourful world map.
The avant-garde and bold design has been created through a retro clip art technique using strokes of neon pink, green and yellow contrasted against matte gold.
Embodying global unity, the bottle epitomises the brand’s efforts to stimulate conversations and connections between people regardless of background, gender or sexual preference.
Absolut is encouraging consumers to exchange tips about the places they love in their home cities on its website.
Once uploaded, the selfie will become a mosaic of hundreds of faces of other people taking part in the movement that will then unlock local hotspots in international destinations.
