The last time Swedish vodka brand Absolut underwent a major refresh was in 1979, and it’s not hard to see why. The iconic bottle’s shape and clear glass served as a base for Absolut’s memorable ad series by TBWA that started in 1981. But the brand wanted to align its packaging and branding with its “One Source” philosophy, emphasizing the locality of its product from grain to distilling. In addition to telling the One Source story, the bottle design is given some contemporary touches for a fresher look with more shelf appeal in 2021.