The team behind the development of the Pentaward diamond prize winning Absolut Unique vodka branding project explain the dynamics and challenges of the trend-setting pack design project.

PKN TV: Absolut's four million unique solutions for bottle design

26 September 2013

Unique is an over-used word in design circles, but Sweden's Absolut Vodka wasn't just resorting to hyperbole when it used the word in its latest branding project.

The Scandinavian distiller is well known for the striking bottles, having picked up a swag of awards for its packaging design over its history.

Faced with the dilemma of how to top its past designs, it hit on an ambitious scheme to produce four million bottles, each with a unique design and individually numbered.

To achieve this, the company had to surmount both technical and design issues, programming its bottle-making lines to harness randomness in their production runs.

But the company's hard work paid off this week when the company won the prestigious diamond prize at this year's Pentawards for packaging design in Barcelona, Spain.

The video below is an engaging explanation of the journey Absolut undertook to produce its Absolut Unique brand, now being sold in airport outlets around the world.