Swedish Vodka brand Absolut has this month produced 350,000 limited edition bottles solely for the Chinese market. The limited edition range is branded as Absolut 72变. The Chinese character ‘ 变‘ is written in pinyin as ‘Biàn’, which translates in English to mean ‘Transformations’ or ‘Changes’.
Why ‘72 Transformations’?
The name is a reference to the Chinese novel Journey to West, further details about the famous book can be found in one my previous posts here. Absolut has dedicated the designs / title of it’s range around arguably the most famous character in the novel – Sun Wukong (孫悟空) – aka The Monkey King.
The print ads
Before I get on to explaining the significance of The Monkey King, we will get onto looking at the bottle designs and their advertisements (below). Absolut wanted to ensure that the bottles had a true feel of China and innovation, so they hired two local Chinese creatives — the artist Gāo Yǔ (高瑀) and photographer Chén Màn (陈曼). Gāo designed the bottles and Chén created the associated photography. The results of their collaboration are stunning:
Why ‘72 Transformations’?
The name is a reference to the Chinese novel Journey to West, further details about the famous book can be found in one my previous posts here. Absolut has dedicated the designs / title of it’s range around arguably the most famous character in the novel – Sun Wukong (孫悟空) – aka The Monkey King.
The print ads
Before I get on to explaining the significance of The Monkey King, we will get onto looking at the bottle designs and their advertisements (below). Absolut wanted to ensure that the bottles had a true feel of China and innovation, so they hired two local Chinese creatives — the artist Gāo Yǔ (高瑀) and photographer Chén Màn (陈曼). Gāo designed the bottles and Chén created the associated photography. The results of their collaboration are stunning:
http://www.hardcoregraphic.com/news/2011/news201107.htm#20110701
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