To draw more advertising from Absolut vodka, and to further promote one of Worth magazine’s most prominent annual issues, MDesign was asked to create a cover for an insert that would include recipes using Absolut from some of the article’s featured towns. Based on conversations with the client, we felt that it was important to portray the vodka as being very much at home in a wealthy environment, to not only link it to the “Richest Towns” issue, but to also place the Absolut product as a luxury item. A secondary concern was to not lose the distinctive Absolut branding in the process. With these in mind, and after much photo research, we chose to portray the famous bottle residing in an obviously expensively appointed room, and retained the well-known typographical style of the advertising series. The end result not only fulfilled the clients’ marketing objectives, but did it in a way that extended the advertiser’s brand in a new yet familiar way.