Scandinavian art of negotiating
Task: To create a modern concept for traditional Scandinavian akvavit.
Akvavit is a traditional strong Scandinavian drink. This is a kind of vodka with a cumin flavor, infused with citrus or berries and spices: rosemary, cardamom, anise, cinnamon and others.
There are quite a few akvavites on the market in traditional designs, so we decided to create something different and unexpected. With a big idea, touching and understandable not only on the local, but also on the international market.
We came up with the idea, name, package design including bottle shape and label for the product.
Idea and Name: 2:2 Akvavit is inspired by the real story from EURO-2004.
The last and decisive match for reaching the playoffs, the teams of Sweden and Denmark played against each other. And a unique situation happened. Regardless of the result of the rivals’ match, both teams were passing to the playoffs, if the result of their Scandinavian derby was 2:2. The game was tough but, of course, it ended with the score on the label. This is how the term “Scandinavian draw” appeared, and the whole world learned about the Scandinavian art of negotiating.
Design: We have created a unique bottle with a square at the base – a reference to the football field. At the same time, the corners are rounded as a symbol of negotiations. The design is very minimalistic, airy and spacy. It reflects a Scandinavian desire for simplification. The design is based on fonts with an implicit reference to the football theme. We use categorical blue. The numbers in the logo are built from geometric shapes, thus referring to the football markings.
- Agency/Creative: AIDA Pioneer
- Article Title: 2:2 Akvavit Created by Aida Pioneer
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Belarus
- Agency/Creative City: Minsk
- Market Region: Europe
- Project Deliverables: 3D Modelling, Packaging Design, Product Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: Alcohol, Aquavit, Bottle, Craft, Denmark, Football, Packaging, Product Design, Scandinavia, Akvavit
Designer, Art Director: Anastasiya Zubrytskaya
Creator: Dmitry Galinovsky
Creative Director: Anastasiya Nikonovich
Chief Creative Director: Dmitry Apolenis
Client: Mikkelsen Destilleri, Denmark