Elin Furelid
Head of New Product Development, Absolut.
Imagine over 100,000 bottles carrying your design. That’s the reality for Elin Furelid, Head of New Product Development at Absolut. With Absolut Tabasco bringing together two iconic brands, creating a strong visual identity that felt both inherently Absolut and unmistakably Tabasco was no small task.
For Elin, the most exciting part is creating an experience for anyone who holds the bottle. It’s the chance to shape a design that doesn’t just look good in a concept deck, but creates a physical connection with the brand and company. Find out what makes the design of the bottle truly stand out on the shelf.
