Pemberton & Whitefoord unveils new look for absinthe range

LONDON - Pemberton & Whitefoord has created a range of designs for Wine & Spirit International's range of absinthe products with a flavour of 1890s Paris when the drink was at its zenith.

The agency will work on three absinthe bottles, retailing under importer Wine & Spirit International's Hapsburg brand.

It coincides with Wine & Spirit International's absinthe re-launch, which has involved a reformulation of the drink's ingredients.

The products now vary in strength from 72.5% to 89.9%, and the alcohol retailer claims its premium version is the strongest absinthe in the world.

Pemberton & Whitefoord revamped the image having been tasked with encapsulating the era when absinthe was the drink of choice for Europe's youth in the 1890s, when it was painted or depicted by the likes of Monet, Degas and Picasso. It was later banned in Switzerland and France.

Adrian Whitefoord, managing partner of Pemberton & Whitefoord, said: "The perfect centre cameo for the label was found in the form of an original painting owned by Wine & Spirit International managing director Dale Sklar.

"The image depicts a 'lady', with rather flamboyant dress sense, precariously seated outside a Parisian cafe enjoying a generous measure of the fiery fluid.

"The label shape, typography and colours add to the period feel and empathise perfectly with the elegant bottle."

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