I really like Absolut as a brand, its aware of art, it has a very strong look and takes time over the whole branding. I like their use of type because they'e used a modern font to communicate they're a modern up to date brand. The bold works well because vodka is bold, it's a very strong drink that has a lot of after affect which I think Absolut want to get across with their type. I think the use of script works well to juxtapose the modern brand and the history of the brand.
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