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Logo Savvy by Dann Ilicic, Perry Chua

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Job: 10-91288 Title: RP: logo Sauuy
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Logo Savvy
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Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 118
Text
T
th
w
of
DE SIG N
PEARLFI
S
CR EATI V
SHAUN B
DE SIG NE
LISA SIM
CL IEN T
VIN & SP
Absolut Cut
The simplicity of the Absolut Cut logo is a perfect
embellishment for promotional giveaways.
A CUT A BOVE
Although a pioneering spirits brand, Absolut wasn’t one
of the rst vodkas to enter the premixed cocktail category.
Pearl sher’s LifeModes research highlighted an insurgence of
consumer modality—an increasing desire to mix up choices
and experiences. For example, consumers like to wear Gap
jeans with Jimmy Choo shoes or drink premium cocktails one
day and bottles of beer the next. With this in mind, Pearl sher
LifeModes believed that Absolut had a lot to offer in the
premixed category.
Absolut and Pearl sher LifeModes created Absolut Cut to
pioneer the next generation of premixed drinks. Its mission
was to elevate the status of the category by infusing it with
Absolut’s quality and sophistication.
The name Cut was chosen because it best re ected the design
essence of sophisticated edge.” The word implies mixing
one drink with another (to cut with lime) and also signi es
a change in the company’s direction. In addition, the short,
sharp nature of the word makes for a clear and snappy call
to the bartender—essential in a noisy bar environment.
To further communicate the name, the designers chose to
visualize the truth of the word “cut” by shaving off the edges
of the letters, which also mirrors the slashes in the bottle itself.
The Absolut brand has a great amount of equity, so
maintaining the iconic Absolut shape of the neck and
shoulders of the bottle was important. To differentiate it for
the new brand, the body of the bottle is randomly textured
with “cuts” in the glass. This reinforces the positioning of the
“sophisticated edge,” since Cut is a harsher blend than the
smooth perfection of Absolut. The tactile nature of the bottle
also demonstrates to a rst-time drinker that its a hand-held
drink. The nal product is a cool rendition of the timeless
brand and speaks effectively to this new target market.
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Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 119
102-145 91288.indd 0119102-145 91288.indd 0119 10/31/06 8:38:49 PM10/31/06 8:38:49 PM
288 Title: RP: logo Sauuy
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175 Dtp: 120 Page: 118
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 119
Text
The Absolut brand has a great amount of equity, so maintaining
the iconic Absolut shape of the neck and shoulders of the bottle
was important. But to differentiate it for the new brand, the body
of the bottle is randomly textured with “cuts” in the glass.
DE SIG N FIR M
PE ARL FI S HE R
CR EATI VE DI R EC TOR
SH AUN B O WE N
DE SIG NE R
LI SA SI MPS ON
CL IEN T
VI N & S P RI T A BS OLU T S PI RIT S
102-145 91288.indd 0119102-145 91288.indd 0119 10/31/06 8:38:49 PM10/31/06 8:38:49 PM

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