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ELYX
Rebranding

Client
The Absolut Group

Project
Rebranding and Repositioning

Role
Art Director

Creative Agency
The Mix Stockholm
(The Absolut Group In-house Agency)

Creative Collaborations
Thomas Becdelievre - Label Designer 
Copy Lab - AI Creative Studio
Parapix - Production Company

Market
Global

Year
2025

Deliverables
Brand Positioning
Brand Identity
Guidelines and Toolkits
Print + Packaging
Concepting & Ideation

The project involved rebranding and repositioning Absolut Elyx as Elyx Vodka, creating a comprehensive toolkit, brand identity guidelines, and premium assets to introduce the elevated vodka to global markets.

AI-Generated Moodboard
AI tools were used for the first time in the brand identity process, enabling rapid imagery generation and accelerating creative concept development.

Photoshoot and Key Visuals
Set against a backdrop reflecting the essence of premium vodka, the key visuals and videos convey the luxurious lifestyle of the target audience.

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