Småland is a beer inspired by the Czech pilsner tradition. It is brewed with water, malt, hops and Czech yeast and has been stored extra cold, a little longer than usual. The result is a mature Småland pilsner with a soft, full-bodied taste and a heavy head.
Småland beer from Åbro Bryggeri (Southern Sweden), is a result of a pitch that we won – including both strategy and design (packaging and brand world). The new branding and packaging design has been updated for the first time since the brand was launched in 2003, and aims to highlight the Småland heritage (Southern Sweden) and strengthen the brand’s identity.
Our approach was created to highlight the Småland provenance with illustrations of the traditional red houses with white details, forests and fenced farms – elements that have a strong connection to Småland. At the same time, elements from the previous look have been preserved, where both the colour palette and logo have been updated in the new visual identity.
Founder and Creative Director, Dale Evans explains: “It has been a great honour for us to be entrusted with managing such a well-established and well-liked brand as Småland. The client has been very brave and open to new ideas, in order to create a very revolutionary design. Lifting the brand from where it was when it was launched in 2003 and moving it into the present day in 2025. It has been a delicate balancing act with the aim of strengthening Småland’s position in the market, without losing recognition and the heritage of Småland”.
CREDIT
- Agency/Creative: Love Mondays Branding
- Article Title: Love Mondays Branding Refreshes Småland Beer with a Heritage-Led Packaging System
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Sweden
- Agency/Creative City: Stockholm
- Market Region: Europe
- Project Deliverables: 2D Design, Advertising, Brand Design, Brand Redesign, Brand Strategy, Brand World, Branding, Graphic Design, Illustration, Label Design, Lettering, Packaging Design, Packaging Guidelines, Rebranding, Typography
- Format: Bottle, Box, Can
- Industry: Food/Beverage
- Keywords: Småland beer packaging design
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Credits:
Founder/Creative Director: Dale Evans
